Last month we wrote about an increasingly important trend of digital platforms becoming more involved in digital production. Here’s another striking example: TikTok, best known for its short-form mobile videos, featuring things like dance, jokes, stunts and tricks, has announced the launch of the SoundOn platform, “designed to empower new and undiscovered artists, helping them develop and build their careers”:
The platform allows artists to upload their music directly to TikTok and begin earning royalties, when that music is used. SoundOn pays out 100% royalties to music creators in the first year and 90% after that, and provides a range of promotional tools and support. Audience insight and development, expert advice from a dedicated SoundOn artist team, access to TikTok’s song tab where music is linked on profile pages and promotional support through creator marketing on the TikTok platform is all part of what’s offered to artists signing up.
TikTok is not just seeking to boost the activity and earnings of musicians on its own platform:
SoundOn can also distribute to other music platforms. As a result, fans loyalty transcends TikTok and helps artists build audiences on other streaming services and [digital service providers].
The more platforms like TikTok get involved in the production side, the greater the pressure on competitors to do the same. Over time, this may result in the emergence of just a few dominant global players offering very broad online services.
Featured image by TikTok.