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MPT Agency partners with SoundOn to enhance music monetisation for independent artists on TikTok
This exclusive offering enables brands and artists to connect directly to engaged, viral audiences
- PUBLISHED: Tue 4 Mar 2025, 12:06 PM
MPT Agency, a global leader in music marketing since 2012, has announced a strategic partnership with ByteDance’s music distribution and marketing platform, SoundOn. This collaboration offers artists new ways to commercialise their music and boost their presence through TikTok, further establishing MPT Agency’s role at the intersection of music, branding, and digital influence.
SoundOn, TikTok’s in-house music distribution platform, provides independent artists with direct access to a vast global audience, facilitating music discovery, fan engagement, and monetisation. The platform allows artists to retain full ownership of their masters while benefiting from an advantageous revenue split.
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Through this partnership, MPT Agency has developed a proprietary tool to create campaigns in collaboration with TikTok and its creator networks. This exclusive offering enables brands and artists to connect directly to engaged, viral audiences. The goal is to enhance the commercial appeal of independent artists by seamlessly integrating their catalog value into targeted collaborations and viral content strategies. Ultimately, this innovation aims to empower independent artists to monetise their music independently of labels.
Raffi Keuhnelian and Anto Dotcom, co-founders of MPT Agency, emphasised the transformative potential of the partnership: "This collaboration marks a paradigm shift in music marketing. By leveraging TikTok’s organic discovery model, we provide artists with direct access to their audiences while offering brands a dynamic platform to engage with music-driven communities."
Michael Arty Ghannoum, head of A&R at MPT Agency, elaborated on the opportunities for artists: "SoundOn enables musicians to go beyond traditional distribution and tap into TikTok’s vast reach. Our creative hub serves as a space where artists, brands, and content creators converge to build cultural moments that drive engagement and revenue. Independent artists now have a direct path to the music industry’s top monetization strategies and licensing opportunities."
As the global music industry increasingly embraces short-form content and social-driven discovery, MPT Agency’s partnership with SoundOn creates an ecosystem where talent and commerce intersect. Brands looking to leverage this innovative model are invited to explore partnership opportunities with MPT Agency.