TikTok names six certified Sound Partners including Songtradr, MassiveMusic and UnitedMasters – Music Business Worldwide

TikTok has revealed six ‘certified Sound Partners’, which the platform says “will make it even easier for brands of all sizes to tap into music and sound on TikTok.”

The partnerships with the six music companies form part of an expansion to the TikTok Marketing Partners program, which launched in September 2020.

According to TikTok, in addition to its Commercial Music Library, which includes over 150,000 pre-cleared, royalty-free tracks “sourced from emerging artists and top-tier music houses”, the certified Sound Partners introduced today (October 7) can “help [brands] leverage the unique potential of TikTok’s sound-on environment at scale”.

The Sound Partners fall into two sub-specialties: Custom Sound and Subscription Sound – to support what TikTok says is “a variety of campaign objectives, from building a sonic brand identity to developing an evergreen content strategy for TikTok”.

TikTok says that its Custom Sound partners create bespoke tracks that “inspire community participation and excitement around Hashtag Challenges, campaigns” and more.

Those partners include:

  • KARM, a global music production company specializing in custom tracks on TikTok.
  • MassiveMusic a creative music agency that creates and curates music, sonic branding solutions and music management for global brands such as Nike, Heineken, Apple and UEFA.
  • The Elements Music,  a music and sound agency specializing in producing music for brands “that’s crafted with the same attention to detail as records produced for major-label recording artists and feature films”.

TikTok says that its subscription sound partners “offer flexible music offerings through monthly, yearly, or project-based licensing plans that enable brands to develop always-on strategies for TikTok”.

Those partners include:

“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.”

Melissa Yang, TikTok

Melissa Yang, Head of Ecosystems, TikTok, said: “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.

“We’re excited to see more brands tap into sound on TikTok and make meaningful connections with the community through creative, sound-on strategies.”

“Becoming an official sound partner for TikTok is the logical next step in our continued dedication to help brands reach audiences where they are; and for 1 billion users across the world, this is TikTok!”

Hans Brouwer, MassiveMusic

Hans Brouwer, CEO and Founder at MassiveMusic added: “For more than 20 years we have been helping brands unlock the power of sound, using it to connect with audiences in new and authentic ways – whether that’s through traditional advertising or emerging social platforms.

“Becoming an official sound partner for TikTok is the logical next step in our continued dedication to help brands reach audiences where they are; and for 1 billion users across the world, this is TikTok!

“TikTok’s incredibly successful ‘sound-on’ strategy has only amplified the importance for other brands to be ‘sound first’ and we are so excited to help them with effective sound campaigns on the platform.”


TikTok’s revenues hit $170.8 million in Europe last year, up 545% year-on-year.

TikTok revealed last week that it has over 1 billion global Monthly Active Users (MAUs)Music Business Worldwide

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