TikTok just struck a deal with UnitedMasters
For independent creators who want to maintain control over their music, this deal is huge.
Despite the uncertainty around its future in the U.S, TikTok is upholding its reputation as a huge game-changer in the music industry.
TikTok is changing internet and music culture at warp-speed. Over the past few months, we've seen the rise in TikTok 'Hype Houses' that have led to the creation of...whatever this is. Now, it has just been revealed that TikTok is partnering with UnitedMasters, a music distribution company.
The platform, which describes itself as “a record label in your pocket” and arranges music deals with brands including ESPN, Bose, AT&T and the NBA, has previously raised $70 million from Alphabet.
The partnership will allow artists on the video-sharing platform to distribute their songs directly from the app to platforms such as Spotify, YouTube, and Apple Music. Artists that sign with UnitedMasters keep 90 percent of their royalties and the ownership of their master recordings.
"If you are a musical artist, TikTok is the best place for your music to go viral and UnitedMasters is the best place to sustain it while retaining full ownership of your work," said UnitedMasters CEO, Steve Stoute.
Major labels are gonna be pissed when they realized that creators now have a way to circumvent their cut. But for independent creators who want to use the platform as a launching pad while maintaining control over their music, this deal is huge.
Want to hear more from Pando? Sign up to our weekly newsletter.