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The social media giant TikTok announced a cooperation agreement with United Masters to give users greater access to many independent artists.
In one press releasesocial media platform TikTok has announced that they have reached an agreement to partner with UnitedMasters. The direct partnership will give TikTok access to UnitedMasters' full roster of over 2 million independent music artists, which includes Brent Faiyaz, Tobe Nwigwe and FloyyMenor among others in a multi-year partnership. Artists with UnitedMasters will also have access to TikTok's Commercial Music Library.
“Our partnership with TikTok gives UnitedMasters artists unparalleled access to a massive global audience, while TikTok creators and users gain early exposure to some of the most impressive independent music today,” explained Steve Stoute, founder and CEO. of UnitedMasters in the press release. “TikTok recognizes the power of music and creativity, so we're excited to make this partnership official.” According to Social media todaythe move is inspired by the predisposition of TikTok users to find and share new music within the app. An internal report from the social networking platform said that approx 75% of its users learn about new artists while watching clips in the app. The partnership also gives these artists with UnitedMasters greater 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're so excited to sign a direct deal with a prominent independent label like UnitedMasters, with its deep, diverse roster of independent artists. Together, we are ready to amplify these voices and bring their music to a global stage, unlocking new opportunities for discovery.”
