MassiveMusic becomes official sound partner for brands on TikTok

Global creative music agency, MassiveMusic, became a certified TikTok sound partner as part of the platform’s marketing partners programme expansion.

As a sound-on platform, effective music and sound is a key element of TikTok's in-app experience and is one of the biggest drivers in its engagement, often leading to trends that transcend the platform. To harness this element, the platform expanded its marketing partners programme and established new sound partners, which fall into two subspecialties: custom sound and subscription sound.

"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,” says Melissa Yang, head of ecosystems at TikTok.

As custom sound partners, MassiveMusic will create bespoke tracks for brands that inspire community participation and offer advice to brands looking to utilise sound and music more effectively on TikTok, to create stronger relaitonships with users. This will include music for brand campaigns, sonic logos, activations or hashtag challenges. 

“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,” says Hans Brouwer, CEO and Founder at MassiveMusic.