UnitedMasters and TikTok Celebrate Independent Music Together Through The Direct Deal

TikTok and UnitedMasters are forming an innovative new direct collaboration that will help independent artists.

UnitedMasters, the industry’s leading platform for independent artists partnered with TikTok to distribute their music. They announced its collaboration with TikTok through a multi-year agreement that would provide TikTok with UnitedMasters’ complete exclusive catalog of music. Through TikTok’s Commercial Music Library, artists of UnitedMasters will also have access to a variety of commercial options.

UnitedMasters music catalog includes music from rising talents including BigXThaPlug, Anycia, Tobe Nwigwe, and FloyyMenor, whose hit song, ‘Gata Only,’ has been listened to over a billion times and was announced as TikTok’s #1 song of the Summer 2024.

Founder and CEO of UnitedMasters, Steve Stoute made a statement, “Our partnership with TikTok provides UnitedMasters’ artists unparalleled access to a vast global audience, while TikTok creators and users gain early exposure to some of the most impactful independent music today.”

He further added, “TikTok recognizes the power of music and creativity, which is why we are excited to formalize this partnership.”

UnitedMasters and TikTok are reaffirming their common goal of giving independent artists fair and equitable chances at every step of their careers by fortifying their dedication to independence through this ground-breaking collaboration.

Ole Obermann, the Global Head of Music Business Development at TikTok said, “We want to make the world’s best music available to our global community of over a billion music fans.”

He continued, “That’s why we are so excited to be entering into a direct deal with a prominent independent label like UnitedMasters, with its deep, diverse roster of independent artists. Together, we’re ready to amplify these voices and bring their music to a global stage, unlocking new opportunities for discovery.”

Artists are given unprecedented access to 70+ million brands on the platform by TikTok’s commercial library, creating a vast source of income and promotion.

As Stoute noted, “TikTok has proven that it’s a launchpad for artists, turning viral moments into chart-topping hits,” the platform is essential for marketing and providing a platform for musicians.

With collaborations and placements with big media firms and brands like Diageo, Walmart, ESPN, Coca-Cola, IKEA, Bose, Dove, and many more, hundreds of additional sync opportunities are given to UnitedMasters’ artists outside of TikTok.

UnitedMasters assists media companies and brands in addressing the complexities of maintaining legal compliance while being culturally relevant.

About UnitedMasters

UnitedMasters, founded in 2017 provides music distribution services that promote independent artists and facilitate the partnership between artists and big brands. It employs a special combination of cutting-edge technology, music distribution services, and an original artist marketing approach. Artists like Brent Faiyaz, BigXthaPlug, Tobe Nwigwe, Anycia, and Floyy Menor have all benefited from UnitedMasters.

Unlike other music labels, complete ownership of their careers and music is given to UnitedMasters’ artists. The platform has successfully connected over 2M independent artists with global brands like Coca-Cola, ESPN, Dove, and many more.

About TikTok

TikTok, owned by the Chinese internet company ByteDance, is a leading platform for short-term videos. The platform was introduced in 2016, however, it gained popularity during COVID-19. Short-term videos ranging from 3 seconds to 60 minutes are being provided on the platform.

Since its launch, TikTok, one of the most popular social media platforms has been offering funny and entertaining videos. Popularity and social media sensation have been gained by various users through this software. Further, since its establishment, millions of revenues have been generated by its users.

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