TikTok Partners with UnitedMasters For New Music Catalog

TikTok has partnered with UnitedMasters, a major distribution platform for independent musicians, to expand its music catalog and support emerging artists. This collaboration allows TikTok to access UnitedMasters’ extensive music library, integrating tracks into its Commercial Music Library, where they can be featured in user-generated content and brand campaigns.

For independent artists, the partnership offers greater visibility and new revenue opportunities on a platform already known for amplifying music trends. Naturally, this also provides an easy way for UnitedMasters to get its music in places where more people will hear it, and makes its music catalog an integral part of TikTok video creation.

UnitedMasters has helped launch successful artists like BigXThaPlug and Tobe Nwigwe, and the global hit “Gata Only” by FloyyMenor, which became TikTok’s top Song of the Summer and reached a billion streams. TikTok has become a uniquely powerful platform for artist discovery, with approximately 75% of its users primarily discovering new artists and albums through TikTok.

This move follows TikTok’s partnership with another independent distributor, DistroKid, earlier this year, showing a trend in TikTok’s strategy to build early connections with up-and-coming artists. By incorporating more music from independent creators, TikTok only strengthens its role as a viral marketing tool – something that can allow artists and music labels to spread their influence simply by getting featured in enough TikTok videos.