Tracks from Sony Music Entertainment superstars and emerging artists are now available for TikTok users to add to their videos following an agreement between the two companies, revealed Monday.
TikTok and Sony Music will also work together to support greater levels of personalization and creativity on the platform and new opportunities for fan engagement with artists.
TikTok global head of music Ole Obermann said in a blog post, “We are thrilled to enter into this agreement with Sony Music so that we can continue to work together to connect the incredible roster of Sony artists in the U.S. 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 Entertainment president of global digital business and U.S. sales Dennis Kooker added, “Short-form video clips have developed into an exciting new part of the music ecosystem that contribute to the overall growth of music and the way fans experience it. TikTok is a leader in this space, and we are pleased to be partnering with them to drive music discovery, expand opportunities for creativity and support artist careers.”