As TikTok receives bids from potential buyers like Microsoft and Oracle, it has announced its first music distribution deal with UnitedMasters.
According to TechCrunch, the partnership will amplify TikTok’s ability to help music go viral. In addition, the deal will help indie artists distribute their music directly to music streaming services.
“TikTok artists who are creating music in their bedrooms today will be featured in the Billboard charts tomorrow,” said Ole Obermann, global head of Music at TikTok. “Our mission is to help those artists achieve their creative potential and success. This partnership with UnitedMasters gives us a turn-key solution to help artists who are born on TikTok to reach their fans on every music service.”
In the past year, already released tracks like Princess Nokia’s “I Like Him,” K Camp’s “Renegade,” and Rasheeda’s “Marry Me” have all exploded thanks to the app users’ funny remakes and dances. However, emerging artists like BMW Kenny (the voice behind the “Wipe It Down” challenge), who promote their music on TikTok, will now have the same shot at charting success through the new distro model.
Before joining forces with TikTok, UnitedMasters has already championed independent artists. UM allows artists to retain their rights and only take 10 percent of revenue for distribution. Furthermore, UM helps facilitate brand partnerships between artists and premium brands.
“If you are a musical artist, TikTok is the best place for your music to go viral and UnitedMasters is the best place to sustain it while retaining full ownership of your work,” said Steve Stoute, CEO and founder of UnitedMasters, in a statement about the TikTok partnership. “By combining the two, we create the platform for tomorrow’s stars who will be famous, fiercely independent and wealthy.”
