TikTok announces Sound Partners for audio support of ads

Anne Freer | October 12, 2021

App Business

TikTok has partnered with six certified Sound Partners as part of its TikTok Marketing Partners program. The sound partners will aim to help brands develop their own sound strategies for TikTok.

Marketers can already access the app’s commercial music library, but the latest addition means that brands will have more control over the sound of their ads to make an ever greater impact.

“Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform. Our new Sound Partners have a proven track record of helping marketers develop strategies for TikTok, and offer scalable options for brands of all sizes,” said Melissa Yang, Head of Ecosystems, TikTok. “We’re excited to see more brands tap into sound on TikTok and make meaningful connections with the community through creative, sound-on strategies.”

According to research, some 65% of TikTok users already prefer to view content with original sound while 68% remember a brand more when a song plays which they like.

Sound Partners will be offering two solutions to meet advertisers needs – Custom Sound and Subscription Sound.

Custom Sound partners will create bespoke music tracks to inspire engagement of audiences. Karm, MassiveMusic and The Elements Music are partnering with TikTok to this end.

Subscription Sound partners include Epidemic Sound, Songtradr and UnitedMasters and will be offering licensing plans for TikTok projects.

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