UnitedMasters, a leading music distribution platform for independent artists, has announced a direct partnership with TikTok in a multi-year deal aimed at advancing the reach and revenue opportunities for independent musicians.
Through this collaboration, TikTok gains access to UnitedMasters’ extensive music catalog, with additional commercial opportunities provided to artists via TikTok’s Commercial Music Library.
Steve Stoute, Founder and CEO of UnitedMasters said: “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. TikTok recognizes the power of music and creativity, which is why we are excited to formalize this partnership. TikTok has proven that it’s a launchpad for artists, turning viral moments into chart-topping hits. With this partnership, I look forward to seeing our artists thrive on TikTok and extend their reach and influence across the music industry. We’re building a future where they can own their success and grow their careers on their own terms.”
This strategic move highlights both companies’ dedication to empowering independent artists, offering them fair access to platforms that can drive significant career growth.
UnitedMasters has previously launched careers for emerging talent such as BigXThaPlug, Anycia, Tobe Nwigwe, and FloyyMenor, whose hit track “Gata Only” achieved global success.
Ole Obermann, 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. 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.”
The song topped charts, earned TikTok’s #1 Song of the Summer, and secured a Billboard Global 200 Latin Song Music Award, showcasing the powerful reach of TikTok’s platform with billions of views and user-created videos.
With the commercial music library, TikTok provides access to over 70 million brands, enabling artists to expand their visibility and revenue through branded collaborations.
UnitedMasters further strengthens artist exposure by creating sync placements and partnerships with global companies like Diageo, Walmart, IKEA, ESPN, and Dove, helping artists connect with brands in a culturally relevant and compliant way.
This partnership reflects the shifting dynamics in music promotion, where independent artists can achieve unprecedented exposure through social media and brand partnerships.
For marketers, it reinforces TikTok’s potential as a platform for trendsetting and brand integration through music, offering a streamlined approach to tapping into music-driven content that resonates with younger audiences.
