SoundOn is TikTok's New Safe Haven for Music Creators (Unpublished)
Ever since the introduction of Lil Nas X's "Old Town Road" on TikTok, the music industry has been trending in a certain direction.
Music labels, record companies and artists have made sure that they push their songs through the video-streaming app under any circumstance. The data taken from the app proves that TikTok can make and break music in the streaming age of consumerism. In a press release back in July 2021, the app boasted about its ability to blow up new artists and they conducted a study of 1,500 TikTok users to gage their music discovery habits.
They found that TikTokers not only discover new music on TikTok, but also hear songs they don't hear anywhere else. 75% of them say they discover new artists through TikTok, and 63% of them heard new music that they've never heard before on TikTok. Billboard found that two-thirds of TikTok's users head straight to to streaming services like Spotify and Apple Music to play songs they’ve found. Lil Nas X isn't the only artist to find success through the app. Hundreds of new artists like 24KGoldn, Foushee and Muni Long have signed record deals.
Older artists like Fleetwood Mac found themselves shooting up the charts for the first time in decades after an unknown user's video blew up.
TikTok took that information and is now looking to capitalize on the opportunity at hand.
TikTok is going to launch their own music distribution platform that is looking to give the music creators of the world a chance to empower themselves within the music industry. TikTok's parent company ByteDance has had their lesser known music streaming app Resso by the wayside, but nothing really has blossomed from it even considering its alleged 100 million downloads. The newly formed SoundOn will further integrate Resso's technology within TikTok. Even in that July 2021 press release they hinted at a possible name for their new venture under the sub-headline "On Sound".
SoundOn will be a platform allows artists to upload their music directly to TikTok and begin earning royalties, when that music is used. The platform pays out 100% royalties to music creators in the first year and 90% the next year. There will be opportunities for artists to work with TikTok creators to vivify your music and pitch to Resso's editorial teams. The people who make playlists in Resso could hook up artists with a placement. If an artist's music is blowing up, that artist(s) could have the chance to be selected for SoundOn+, the app's exclusive A&R service. The A&R team says it will dedicate its efforts to helping artists elevate their careers to the next level.
Ole Obermann, the Global Head of Music at TikTok believes what the app is doing is exciting.
New artists and musical creators are a vibrant community within TikTok and SoundOn is designed to support them as they take the first steps in their career.
Our SoundOn teams will guide creators on their journey to the big stage and bring the expertise and power of TikTok to life for the artist.
We're incredibly excited about how this will surface and propel new talent and how SoundOn will contribute to an increasingly diverse and growing global music industry.
Now-a-days, most music artists don't find much fortune through streaming alone.
Artists find way more money through other venture outside of the music. Rihanna just became a billionaire off the strength of her fashion house Fenty. Dr. Dre passed the billionaire mark by creating the Beats Electronics brand with Jimmy Iovine and Apple. Merchandising and social media marketing are huge players in the music industry. DJ Khaled would be the first to tell you that it works.
Below is approximately how much income streams provide music artists.
- Amazon — $0.73 per buy
- Amazon Prime — $1.39 per 1000 streams
- Amazon Music Unlimited — $10,96 per 1000 streams
- Anghami — $0.79 per 1000 streams
- Apple Music — $6.77 per 1000 streams
- Deezer — $4.12 per 1000 streams
- Google Play — $0.73 per buy
- Google Play All Access — $2.22 per 1000 streams
- KKBox — $4 per 1000 streams
- Medianet — $1.48 per 1000 streams
- Medianet Downloads — $0.70 per download
- Napster — $7.88 per 1000 streams
- NetEase — $0.41 per 1000 streams
- Spotify — $2.29 per 1000 streams
- Tidal — $6.85 per 1000 streams
- TikTok — $0.97 per 1000x used
- YouTube — $3.24 per 1000 views
- YouTube Red — $9.90 per 1000 views
Epic Games recently acquired the "artist-first platform" Bandcamp, which gave artists 82% of their profits in all sales.
It is fair to say that independent artists are worried that their music will be continuously in the eyes of streaming considered invaluable. Hopefully artists are empowered even more when creating their music just like the intention of SoundOn perceives. "Old Town Road" became Billboard's most listened to song for 19-consecutive weeks. An all-time record in back in 2019. Who knows maybe outrageous success could find the next great star through TikTok or SoundOn.
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