UnitedMasters, the popular music distribution platform, has partnered directly with TikTok. The multi-year deal will give TikTok access to UnitedMasters’ extensive catalog of independent music. In return, UnitedMasters artists will gain exposure to TikTok’s billion-plus users and new revenue opportunities.
Steve Stoute, CEO and Founder of UnitedMasters, expressed excitement about the partnership. He highlighted how it will open doors for artists and expose creators to fresh, impactful music. He also emphasized that TikTok’s platform recognizes the connection between creativity and music, making this collaboration a natural fit.
This partnership strengthens both companies’ shared mission of empowering independent artists. It will allow musicians to grow without relying on major labels. Additionally, the deal helps TikTok enhance its music offerings by providing users with a broader range of tracks.
A crucial part of the agreement includes integrating UnitedMasters’ music into TikTok’s Commercial Music Library. This feature allows artists to make their music available for brands to use in promotional content.
With access to more than 70 million brands, musicians can tap into new revenue streams through branded videos and advertisements.
Ole Obermann, TikTok’s Head of Music Business Development, expressed enthusiasm for the collaboration. He described it as an opportunity to amplify the voices of independent artists. He noted that TikTok users will benefit from having early access to new, diverse music.
Many artists have already built successful careers on TikTok. FloyyMenor, one of UnitedMasters’ rising talents, gained massive exposure through the platform. His hit song, “Gata Only,” became TikTok’s top summer song and achieved a billion streams.
Users across continents joined the viral trend, creating countless videos featuring “Gata Only.” This exposure pushed the song to the top of the Billboard Global 200 Latin chart. The artist enjoyed widespread visibility and a multi-week chart-topping run thanks to TikTok.
Stoute underscored TikTok’s role in transforming viral songs into mainstream hits. He said the platform consistently helps tracks transcend social media trends to chart success. With this new partnership, Stoute looks forward to more UnitedMasters artists experiencing similar breakthroughs.
In addition to promotional success, the partnership will give artists opportunities to earn revenue through brand partnerships. TikTok’s Commercial Music Library offers unique ways for musicians to monetize their work.
Beyond TikTok, UnitedMasters has a strong track record of connecting artists with leading companies. The platform has already secured placements with brands like Coca-Cola, IKEA, Walmart, and Dove.
UnitedMasters helps artists navigate the complexities of licensing and brand partnerships. The company ensures brands remain legally compliant while staying relevant to cultural trends.
The partnership between TikTok and UnitedMasters reflects a shift in the music industry. Independent artists no longer need significant labels to succeed. Platforms like TikTok provide the exposure needed to build sustainable, long-term careers.
TikTok continues to shape music discovery by turning viral moments into commercial success. Many trending songs on the app eventually rise to the top of streaming charts. Including UnitedMasters’ catalog will give TikTok users even more content to engage.
This collaboration aligns with both companies’ focus on artist empowerment. By offering direct access to global audiences, they provide artists with tools to grow organically. The deal also highlights how digital platforms and distribution networks can work together to benefit creators.
UnitedMasters artists will now have more control over their music careers. With TikTok’s reach, they can connect with fans worldwide and develop new revenue streams. This partnership encourages creative freedom, allowing artists to succeed on their terms.
The music industry is constantly changing, influenced by technological advancements and changing consumer behaviors. TikTok has become an essential platform for discovering new music and launching careers.
Meanwhile, UnitedMasters focuses on helping artists grow without sacrificing their independence. The platform bridges the gap between musicians and brands, creating industry opportunities. With TikTok as a partner, these opportunities will expand even further.
This collaboration marks a win-win for both companies. UnitedMasters strengthens its position as a leader in independent music distribution. TikTok ensures it will continue to offer its users fresh and engaging content.
The partnership reflects a future where artists no longer need traditional record deals to thrive. Social platforms and independent networks are reshaping the music landscape, and musicians now have more ways to connect with fans and monetize their work.
As new trends emerge, TikTok and UnitedMasters will play critical roles in shaping the next generation of artists. They offer a platform where creativity, independence, and commercial success coexist.