•It has the sound-on nature that has also inspired brands to engage audiences in new and surprising way.
•It will be interesting to see how brands will engage with sound and music through Tik Tok’s sound partners.
Tik Tok became popular during the pandemic when young people started posting videos of them dancing to their favorite tunes from various artistes.
From that time, the company has put measures to enable users feel safe when they are using the application.
At the beginning of this month, it has decided to help brands unlock the power of music and sounds on the application.
Music and sound are part of TikTok’s experience that spark global trends, inspire endless creativity and unifies communities around the world.
It has the sound-on nature that has also inspired brands to engage audiences in new and surprising ways from putting their unique spin on a trending sound to developing custom jingle for the community to co-create.
The company is expanding the Tik Tok Marketing Partners program and introducing six certified Sound partners who can help brands build sound-on strategies for Tik Tok.
In addition to their commercial music library, which is a pool of over 150,000 pre-cleared, royalty-free tracks sourced from emerging artistes and top-tier music houses, they will be connected to brands with trusted partners who can help them leverage the unique potential of the company’s sound-on environment at scale.
The sound-on on this application has introduced a new story telling dynamic for brands.
The sound partners that Tik Tok announced offer solutions with in two sub-specialties; custom sound and subscription sound.
These two Sub-specialties are to support a variety of campaign objectives from building a sonic brand identity to developing an evergreen content strategy for Tik Tok.
The custom sound partners create bespoke tracks that inspire community participation and excitement around hashtag challenges and campaigns.
There is the KARM, which is a global music production company specializing in custom tracks on this application. It focuses all of their attention on making brand bangers on the platform.
There is also massive music that is a music agency, which delivers everything that a brand needs in the field of music, voice and sound.
It creates this and much more thanks to its fervent passion for music combined with craftsmanship and scientific research.
The elements music is one of the custom sound partners that specialises in producing real records for media, which is authentic music for brands that is crafted with the same attention to detail as records produced for major label recording artists and feature films.
The subscription partners offer flexible music offerings through monthly, yearly or project-based licensing plans that enable brands to develope always-on strategies for the app.
Epidemic Sound is one of the Subscription sound partners and it is the leading destination for content creators and brands globally.
Millions of storytellers turn to epidemic for the high quality music and sound effects.
It will be interesting to see how brands will engage with sound and music through Tik Tok’s sound partners.