TikTok announced today that it has partnered with Sony Music Entertainment to give its community of creators access to sound clips from Sony"s wide portfolio of music. Songs from both popular and emerging artists will be available on the TikTok app.
As part of the deal, TikTok users will be able to use current hits, new releases, trending songs, and classic titles for their content. It"s also expected to help promote Sony"s new artists using TikTok"s platform.
Dennis Kooker, President of Global Digital Business and U.S. Sales for Sony Music Entertainment, said the partnership aims to "drive music discovery, expand opportunities for creativity and support artist careers.” Ole Obermann, Global Head of Music for TikTok, added:
"We are thrilled to enter in to this agreement with Sony Music so that we can continue to work together to connect the incredible roster of Sony artists in the US and across the globe to new audiences and harness the power of TikTok. Especially during this time when the artist community is challenged to find new ways to reach fans with their music, we are committed to working together to do just that."
Sony Music isn"t the only music studio to have partnered with TikTok to help artists and creators drive traffic to their content. Earlier this year, the video app also inked a deal with UK-based Merlin to make its vast catalog of songs from independent labels available to TikTok creators.