TikTok Adds New Sound Partners for Brand Audio

TikTok Enhances Brand Music Integration with New Partnerships

TikTok is unveiling a series of new collaborations designed to streamline the process for brands seeking to utilize music and sound effectively on the platform. The company has broadened its TikTok Marketing Partners program and onboarded six certified partners specializing in “sound-on” strategies.

Expanding Sound Solutions for Brands

TikTok emphasizes its commitment to connecting brands with reliable partners capable of leveraging the platform’s unique “sound-on” environment to foster consumer engagement. These partnerships are crucial for brands aiming to resonate with TikTok’s user base.

Two Distinct Audio Categories

The newly established sound partners will provide audio solutions categorized as custom sound and subscription sound. This dual approach caters to diverse brand needs and campaign objectives.

The custom sound partners include KARM, MassiveMusic, and The Elements Music. These entities specialize in creating original tracks intended to boost community involvement in challenges and marketing campaigns.

For ongoing music access, TikTok has partnered with Epidemic Sound, Songtradr, and UnitedMasters as subscription sound partners. They offer music licensing through flexible monthly, yearly, or project-based plans.

TikTok’s Vision for Brand Sound Strategies

“Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform,” stated Melissa Yang, TikTok’s head of ecosystems, in a recent blog post.

She further explained, “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.” TikTok anticipates increased brand participation and more impactful connections with the community through creative, sound-driven initiatives.

The Power of Sound-On Content

TikTok champions its sound-on environment, enabling brands to connect with audiences through sound remixing and original jingle creation. This contrasts with traditional “sound-off” advertising, offering a novel storytelling approach.

Data indicates a strong preference for sound-inclusive brand content; 65% of users favor content featuring original sounds, and 68% demonstrate improved brand recall when ads incorporate familiar songs.

Broader Efforts to Enhance Brand Integration

TikTok is actively pursuing strategies to simplify brand-user connections and expand its brand roster. Last week, the platform announced plans for new interactive ad formats, including clickable stickers and “Choose Your Own Adventure” style ads.

This sound partner expansion follows the recent announcement of new brand partners for TikTok Shopping, such as Square, Ecwid, and PrestaShop, with Wix, SHOPLINE, OpenCart, and BASE slated for future inclusion.

A Competitive Landscape in Digital Commerce

TikTok is among several major digital platforms seeking innovative ways to enhance brand reach and user engagement. Pinterest recently launched new shopping features to encourage larger purchases.

Similarly, YouTube has made connected TV ads more shoppable, aiming to drive online sales and business growth. These initiatives reflect a broader trend of digital companies integrating e-commerce functionalities to maintain user and brand engagement.

Key Takeaway: TikTok is prioritizing sound as a core element of brand marketing on its platform.
Strategic Partnerships: New partners offer both custom and subscription-based music solutions.
User Preference: Data shows users strongly prefer brands that utilize sound in their content.