According to an agreement between the two companies announced on Monday, TikTok users can now add titles from Sony Music Entertainment superstars and emerging artists to their videos.
TikTok and Sony Music will also work together to encourage greater levels of personalization and creativity on the platform, as well as new ways for fans to engage with artists.
TikTok Global Music Director Ole Obermann said in a blog post: “We are very excited to enter into this agreement with Sony Music so we can continue to work together to serve the incredible number of Sony artists in the US and around the world Connect with new audiences and use the power of TikTok. Especially at this time when the artist community is challenged to find new ways to reach fans with their music, we are determined to work together to achieve just that. “
Dennis Kooker, president of global digital business and US sales for Sony Music Entertainment added, “Short-form video clips have become an exciting new part of the music ecosystem, contributing to the overall growth of music and the way it is Fans experience it, contribute. TikTok is a leader in this field and we are excited to work with them to advance music discovery, expand opportunities for creativity, and support artist careers. “