TikTok Taps The Elements Music as Custom Sound Partner

TikTok announced its selection of international music and sound agency The Elements Music as a custom sound partner - one of three, globally. The announcement comes as part of an expansion of the platform’s TikTok Marketing Partners program, and introduces a group of certified Sound Partners who are experts in helping marketers build successful, 'sound-on' strategies for TikTok. 

J Bonilla, co-founder of The Elements Music, says of the partnership: “TikTok is inarguably the most influential force driving music and pop culture today, and custom sound can make brands really stand out on the platform. We’re thrilled to partner with TikTok to create music activations for brands that are hungry for unique, authentic, record-quality custom music that lights up their audiences.” 

The shop’s work with TikTok began in early 2021 with a campaign for Black History Month entitled ‘Make Black History’, which features a collaboration with Kevin Olusola from the Grammy-winning group Pentatonix. The Elements has gone on to create custom music/sound for a number of brand hashtag challenges for global brands, including an activation for Clorox Scentiva entitled ‘Yas Clean’ which featured Billy Porter and has garnered over 10 Billion hashtag views to date. 

Melissa Yang, head of ecosystems at TikTok adds: "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." 

The Elements Music is headquartered in Los Angeles and London with satellites in San Francisco, Chicago, France, and Argentina. In addition to custom music, they provide music supervision, sonic branding, sound design, and audio post production services. 

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