"TikTok has partnered with UnitedMasters, an Andreessen Horowitz-backed music distribution start-up that aims to put musicians in control of their content.
Although TikTok’s future in the US remains unclear, the company is continuing to make deals with the goal of improving its app.
The latest is a partnership with music distribution company UnitedMasters. The deal will allow artists on the video-sharing platform to distribute their songs directly from the app to streaming services such as Apple Music, Spotify and YouTube.
The New York Times described the deal as “the most significant transaction to date” for TikTok’s new CEO, Kevin Mayer. Through the partnership, UnitedMasters becomes the first distributor to be fully integrated into the TikTok platform.
According to TikTok, the integration will enable “aspiring stars to fast-track their careers” in the music industry. TikTok will opt all music from its creators who join UnitedMasters into the platform’s commercial music library, with the artist’s permission, giving businesses access to a large catalogue of new sounds to use in their content.
The social media company also plans to partner with UnitedMasters to promote “key artists” on the platform. ..."
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