UnitedMasters and TikTok enter into a groundbreaking new direct partnership for the benefit of independent artists.
BROOKLYN, N.Y., Oct. 23, 2024 /PRNewswire/ — UnitedMasters, the industry’s premium music distribution platform for independent artists, today announced a direct partnership with TikTok. The multi-year agreement will provide TikTok with UnitedMasters’ extensive music catalog and provide UnitedMasters artists with additional commercial opportunities through TikTok’s commercial music library.
“Our partnership with TikTok gives United Masters artists unparalleled access to a vast audience around the world, while giving TikTok creators and users early access to some of today’s most influential independent music.” ,” said Steve Stout, founder and CEO of United Masters. “TikTok recognizes the power of music and creativity, so we’re excited to formalize this partnership.”
Through their new partnership, United Masters and TikTok strengthen their commitment to independence and reaffirm their shared mission to provide fair opportunities for artists at every stage of their careers.
“We want to bring the world’s best music to a global community of over 1 billion music fans,” said Ole Oberman, head of music business development at TikTok. “That’s why we’re so excited to sign directly with a prominent independent label like United Masters, which has a rich and diverse roster of independent artists. , ready to amplify these voices and take their music to the global stage, opening up new opportunities for discovery. ”
UnitedMasters has already helped launch the careers of emerging artists such as BigXThaPlug, Anycia, Tobe Nwigwe, and FloyyMenor, whose top hit “Gata Only” has been streamed over 1 billion times and is #1 worldwide on TikTok. It was announced as the number one summer song. , won the Billboard Global 200 Latin Song Music Award. The success of “Gata Only” led millions of users across the continent to create TikTok videos to the song, leading to billions of views and staying at the top of the charts for weeks. His global reach further expanded.
“TikTok has proven to be a springboard for artists to turn viral moments into chart-topping hits,” Stout emphasized. “With this partnership, we look forward to seeing our artists succeed on TikTok and expand their reach and influence across the music industry. , I am building a future where I can grow my career on my own terms.”
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TikTok and UnitedMasters share a vision and understanding that the commercial use of music on the platform provides significant revenue and promotional opportunities for artists. TikTok’s commercial music library provides artists with unparalleled access to more than 70 million brands on the platform, generating a stream of net new revenue and promotion for artists.
Beyond TikTok, UnitedMasters has created thousands of sync opportunities for artists on the platform, with placements and partnerships across major brands and media companies such as Diageo, Bose, Walmart, ESPN, Coca-Cola, IKEA, and Dove. We are ensuring. UnitedMasters helps brands and media companies navigate the complex challenges of staying culturally relevant while complying with the law.
About United Masters
UnitedMasters is the leading software and services platform for independent artists. UnitedMasters serves as the operating system that enables artists to take control of their future through a unique combination of music distribution services, innovative technology, and first-of-its-kind artist marketing solutions. We promote the careers of artists such as Floy Menor, Brent Faiers, Big the Plug, Toby Nwigwe, and Anysia. Also, unlike traditional record labels, UnitedMasters artists retain full ownership of their careers and master recording rights to their music. We connect over 2 million independent artists with global brands like ESPN, Diageo and Coca-Cola on our platform. These connections are powered by our world-class creative talent, who drive commercial success for artists and brands in today’s world.
About TikTok
TikTok is the leading destination for short-form mobile videos. Our mission is to inspire creativity and bring joy. TikTok’s global headquarters are in Los Angeles and Singapore, with offices in New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.
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