TikTok is launching what it calls its ‘Artist Impact Program’, and has signed several new distribution deals for its Commercial Music Library (CML).
The new program allows artists to opt into TikTok’s Commercial Music Library, giving them the opportunity to add trending songs to the CML, and then monetize their music on the short-form video platform by allowing businesses to use it in their ad campaigns on TikTok.
According to TikTok, the program gives artists “unprecedented opportunities to be discovered and re-discovered” by brands via its Commercial Music Library, which it says, now consists of over 1 million rights-cleared songs and sounds sourced from an “extensive network of partnerships”.
That 1 million songs and sounds figure means that TikTok has grown the pool of content within its Commercial Music Library by 850,000 rights-cleared tracks since October 2021, when it stated that it had 150,000 rights-cleared tracks within the library.
TikTok has confirmed that ‘Sound Partners‘, which we reported on in 2021, is a separate program that is still active and ongoing.
TikTok cites “notable talent” in the Artist Impact Program, including Ciara, Akon, and INJI.
According to TikTok, “numerous artists” like INJI, via the Artist Impact Program, have been able to monetize their music through the Commercial Music Library, plus “build music careers, land record deals and gain worldwide fans and audiences”.
TikTok says in its announcement that to “fuel the pipeline of talent and artist-driven music on the Commercial Music Library”, it has signed a number of global distribution partnerships with the likes of Believe, DistroKid and Vydia.
The Commercial Music Library’s network of music distributors, labels, and publishers partnerships include 411 Music Group, Amadeus Code, Inc., Amuse Inc., Believe, Blowout Inc, Create Music Group, Danal Entertainment Co, Ltd, DistroKid, Downtown Artist & Label Services, Epidemic Sound, Falcon Music, Fuse Adventures in Audio, Heavy Duty, JK Records, Mound Media Inc., Music & New Co., Ltd., PT Musica, Score a Score, Songtradr, Stem Disintermedia, SoundOn, Sub Pop, Thematic, Two AM Music Global, and Vydia.
“We are looking to help evolve the sync industry to take advantage of the speed and scale of digital advertising and short-form video.”
Bryan Cosgrove, TikTok
“Our goal is to provide brands with a safe, yet expansive library of music to use in their content, while opening up new revenue streams for the artists that power it,” explained Bryan Cosgrove, Director of Commercial Music & Creative Licensing at TikTok.
Cosgrove added: “We are looking to help evolve the sync industry to take advantage of the speed and scale of digital advertising and short-form video.
“Our ambition is to make TikTok a place where everyone can find growth and opportunity, and we hope our robust music resources will help in this endeavor.”
TikTok offers more details about INJI as a successful artist case study for the program.
According to TikTok, after launching her viral song Gaslight on the Commercial Music Library through DistroKid in April 2022, INJI saw an immediate jump in usage with several brands like SKIMS including her song in their campaigns that earned her “steady, consistent payouts”.
By the end of the year, according to TikTok, Gaslight had over 14 billion views and 3 million video creates. TikTok says that 65% of those views and 57% of those ‘creates’ stemmed from businesses using the sound from the Commercial Music Library.
“Putting my music on the Commercial Music Library was absolutely path-changing for me,” said INJI. “I put my first song ever on the CML, allowing brands to use it in their content and for the song to be heard by many, many more ears than it would’ve reached.”
Added INJI: “It was very impactful to me that when I hummed my song Gaslight a LOT of people would recognize it from TikTok.
“Getting a trend going around your song is probably the best way to make that happen, but the CML is a close second. Exposure is probably the most important resource for an early-stage artist, and if there’s one thing the CML can do, is give you exposure.”
“We are thrilled to partner with TikTok on its Commercial Music Library as we are convinced it will create new and exciting sync opportunities for all Believe artists, and allow their music to reach new and existing audiences globally.”
Pete Beck, Believe
“We are thrilled to partner with TikTok on its Commercial Music Library as we are convinced it will create new and exciting sync opportunities for all Believe artists, and allow their music to reach new and existing audiences globally,” said Pete Beck, Global Head of Sync at Believe.
“Letting artists opt-in to TikTok’s Commercial Music Library further expands artists’ reach, and connects artists with brands in a cutting-edge and powerful way.”
Mike Fink, DistroKid
Mike Fink, Head of Creator Services, DistroKid, added: “Letting artists opt-in to TikTok’s Commercial Music Library further expands artists’ reach, and connects artists with brands in a cutting-edge and powerful way.”
“Through Vydia’s partnership with TikTok, we look forward to supporting this program as it continues to expand into new markets.”
Brendan Lustenring, Vydia
Brendan Lustenring, Director of Label & Artist Relations at Vydia, said: “As an early adopter of TikTok’s Commercial Music Library and Artist Impact Program, Vydia has seen great results for our independent artists and labels, including exposure to major brands, increased collaborations, and a new source of revenue.
“This success has spanned across multiple genres, including Pop, Alternative, R&B, Country, Latin, and Afrobeats, and continues to create expansive opportunities for our community.
“Through Vydia’s partnership with TikTok, we look forward to supporting this program as it continues to expand into new markets.”Music Business Worldwide