Evolution of Sound Volume 3: Tools to turn it up

Did you know that TikTok is more than twice as likely to make people discover new music than traditional social platforms?¹ TikTok has completely transformed the ways we discover, share and express ourselves through music.

In Volume 1 of this series, we explored TikTok's place in the history of sound, from jingles to sonic branding. In Volume 2, we delved deeper into how marketers can approach storytelling in a sound-first digital landscape. And now, in the final volume, we'll dive into our solutions and tools that make storytelling through sound easier than ever for creators, artists and brands.

Tap into TikTok's collaboration culture

TikTok is entertainment that inspires creation. Through unique TikTok features like Stitch and Duet, a collaboration culture is born.

Last year, to promote his new single, rapper and TikTok creator @piffmarti hosted the #FlexRapChallenge, welcoming TikTok users to post their own lyrical creations over the beat of his new song. Entries flowed in from around the world, with Piff's personal favourite hailing all the way from Germany. "He bodied the beat, mixing in his own language and swag. I couldn't believe the impact and reach of my music."

This potential for collaboration isn't limited to artists and musicians. Brands are also taking advantage of the Duet tool too, inviting the community to collaborate.

Australian delivery app Menulog partnered with local Aussie rapper Big Twistie for a Hashtag Challenge centered on Duets from users. They challenged users to #DELIVERITDIFFERENTLY with their own verse about Menulog, for a chance to win a $20k recording session. Beyond an entertaining activation, the brand saw the challenge as a unique way to hear from their customers and an opportunity to discover and support aspiring artists.

TikTok's collaboration culture is infectious, sparking new communities, new trends, and new ways for artists, creators, and brands to collaborate.

Support emerging artists

On TikTok, audiences can discover music they would rarely hear anywhere else. When TikTok users search for new music, over half (55%) turn to their For You page.¹

At TikTok, we're proud to empower emerging talent, and we're inviting brands to join in through our Commercial Music Library. This free-to-use library is home to hundreds of thousands of songs, available for marketers of all sizes and pre-cleared for commercial use. From dramatic and dynamic to bright and optimistic, the Commercial Music Library is stocked with full-sound storytelling options. Brands can explore curated playlists by our in-house music experts, and even generate personalized recommendations based on trending TikTok sounds.

We've opened new pathways for indie labels and artists to include their music in the library, expanding options for brands, while simultaneously supporting TikTok's emerging artists.

Commercial Music Library songs can also evolve into trending tracks on TikTok. Ted Fresco's "Sunny Day" was originally added to the TikTok platform as a Commercial Music Library track. Its bright and sunny vibe caught the attention of creators and brands, inspiring over six million videos and counting. Through sharing his song on TikTok's Commercial Music Library, video creations, digital streams, and fan love for this song grew to new heights — and even landed Fresco a record deal!

License a trending track

TikTok ads that contain music are less likely to be skipped, have a longer average watch time and give a positive brand impression.² Licensing a trending song for your brand's TikTok content is a great way to capture our community's attention.

• When brands feature songs that the TikTok community likes in their videos:

  • 68% say they remember the brand better

  • 58% are more likely to talk about or share the ad

  • and 62% are curious to learn more!

Marc Jacobs Fragrances understands the power of investing in a catchy tune. With their #PerfectAsIAm campaign, they sparked a self-love celebration and inspired over a million TikTok videos. The brand partnered with creator Rickey Thompson, who served as an official “hype man” and offered words of praise paired with spritzes of the fragrance, Perfect, — all while Lizzo's "Good as Hell" played as the official branded track. The results were "Good as Hell," with 6.8 billion global video views, 2 million global video creations, and 15% lift in global ad recall.

Turn it up with a custom sound

The "sound-on" nature of TikTok has inspired brands to engage audiences in new and surprising ways. From putting their unique spin on a trending sound to developing a custom jingle for the community to co-create, brands are turning up the volume and creativity.

TikTok's badged Sound Partners can transform your brand message into a brand banger that explodes with brand personality and storytelling. Our Sound Partners can handle sound design, brand mnemonics, lyric writing and vocals to curate the perfect sound-first TikTok campaign.

• Learn more about creating trending sounds for TikTok from composers Scott Coleman of The Elements Music, Amanda Yamate of Heavy Duty Projects and Danilo Stankovic of Score a Score.

• Learn more about sonic branding from our partner MassiveMusic.

Finding the soundtrack to your campaign

Our teams of music experts are on the pulse of up-and-coming music trends and artists, and can help you find the right track that best suits your campaign messaging needs and budget. From crafting custom sounds to exploring trending tracks and emerging talent in our Commercial Music Library, we'll find the best hit to take your campaign to the top of the charts

Ready to turn it up?

Get in touch

Sources

1. TikTok Marketing Science Global Entertainment Study 2021 conducted by Material

2. US TikTok Marketing Science, Music Perceptions Research, conducted by MRC Data, November 2020