MassiveMusic Becomes Official Sound Partner for Brands on TikTok

MassiveMusic, the agency of record for many of the most well-known brands in the world, announced today its appointment as a certified TikTok Sound Partner, as part of the platform’s Marketing Partners Program expansion. 

As the leading global creative music agency that helps brands become more strategic and effective with music and sound, brands on TikTok can now access the expertise of MassiveMusic to properly utilise the power of audio.

As a sound-on platform, effective music and sound is a crucial element of TikTok's in-app experience and is one of the biggest drivers in its engagement - leading to trends that transcend the platform.

TikTok’s new Sound Partners fall within two subspecialties: Custom Sound and Subscription Sound, which provide additional flexibility and options for marketers looking to leverage sound and music on the platform at scale. 

As Custom Sound partners, MassiveMusic will create bespoke tracks for brands that inspire community participation and offer strategic advice to brands looking to utilise sound and music more effectively on TikTok to help them build stronger emotional relationships with users. This includes music for brand campaigns, sonic logos, activations or hashtag challenges. 

Hans Brouwer, CEO and founder at MassiveMusic adds: “For more than 20 years we have been helping brands unlock the power of sound, using it to connect with audiences in new and authentic ways - whether that’s through traditional advertising or emerging social platforms. Becoming an official sound partner for TikTok is the logical next step in our continued dedication to help brands reach audiences where they are; and for 1 billion users across the world, this is TikTok! TikTok’s incredibly successful ‘sound-on’ strategy has only amplified the importance for other brands to be ‘sound first’ and we are so excited to help them with effective sound campaigns on the platform.”

Melissa Yang, head of ecosystems, TikTok "Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform. Our new Sound Partners have a proven track record of helping marketers develop strategies for TikTok, and offer scalable options for brands of all sizes. We're excited to see more brands tap into sound on TikTok and make meaningful connections with the community through creative, sound-on strategies." 

In June this year, MassiveMusic was acquired by Songtradr, the largest B2B music licensing platform in the world. MassiveMusic now leads Songtradr’s B2B Music Services division, bringing together state-of-the-art music licensing technologies with best-in-class creation of bespoke music and strategy for brands and agencies.