TikTok & Steve Stoute’s UnitedMasters Announce Direct Partnership
Written by djfrosty on October 28, 2024
Source: Johnny Nunez / Getty
Social media giant TikTok announced a partnership deal with UnitedMasters to provide users with more access to numerous independent artists.
In a press release, the social media platform TikTok announced that they reached a deal on a partnership with UnitedMasters. The direct partnership will give TikTok access to UnitedMasters’ full catalog of independent music artists numbering over 2 million, which includes Brent Faiyaz, Tobe Nwigwe, and FloyyMenor among others in a multi-year collaboration. Artists with UnitedMasters will also have access to TikTok’s own Commercial Music Library.
“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,” explained Steve Stoute, Founder and CEO of UnitedMasters in the press release. “TikTok recognizes the power of music and creativity, which is why we are excited to formalize this partnership.” According to Social Media Today, the move is inspired by TikTok users’ predilection to find and share new music within the app. An internal report from the social media platform stated that approximately 75% of its users learn about new artists while viewing clips in the app. The partnership also gives those artists with UnitedMasters more exposure to global brands with a presence on the platform, including Diageo, Bose, Walmart, ESPN, Coca-Cola, IKEA, and Dove.
“We want to make the world’s best music available to our global community of over a billion music fans,” said Ole Obermann, Head of Music Business Development at TikTok in the statement. “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.”