TikTok Introduces Marketing Tools for Music Composers, Bolstering their Profession
TikTok Introduces Songwriter Features to Empower Composers
TikTok has launched a new set of tools called Songwriter Features, designed to give songwriters a dedicated platform to showcase their work and receive proper recognition on the popular social media platform.
The Songwriter Features include a Songwriter Account label, which identifies users as songwriters under their profile, and a Songwriter Music Tab where they can display their written and co-written tracks directly on their TikTok profile.
These features offer several benefits to composers:
- Increased Visibility and Recognition: Songwriters can now prominently highlight their works and creative contributions, which were often overlooked before.
- Exploration of Catalog: The dedicated Music Tab consolidates their songwriting portfolio in one easy-to-access place, allowing fans and collaborators to browse their entire catalog.
- Storytelling and Engagement: Songwriters can share stories about their work, music, and life alongside their music, building a personal connection with fans.
- Career Opportunities: By elevating their profiles on a platform as influential as TikTok, songwriters improve discovery, audience building, and potential monetization.
- Responding to Songwriter Needs: The features were developed following surveys of 871 songwriters and interviews, reflecting the community’s desire for better acknowledgment and use of social media for career growth.
Currently, the features are in a closed beta with select songwriters and publishing partners invited to join, but TikTok is accepting applications for a waitlist.
The Songwriter Features aim to correct the imbalance where songwriters have remained hidden behind the artists who record their work. Marketers are encouraged to integrate songwriter profiles into campaign strategies to highlight the creators behind hits and enrich music-marketing narratives.
High-profile composers such as Lauren Christy, Toby Gad, and Justin Tranter have already claimed their Songwriter badges and Music Tabs. Major publishers Warner Chappell, Kobalt, Reservoir, and Sentric serve as initial partners for the Songwriter Features.
The expansion of the Songwriter Features beyond the closed beta will benefit composers worldwide. TikTok’s Songwriter Features position the platform not only as a discovery engine for music but as a stage for the creators themselves.
Sources: [1] https://blog.musictiktok.com/songwriter-features/ [2] https://variety.com/2021/biz/news/tiktok-songwriter-features-launch-1235066196/ [3] https://www.billboard.com/articles/business/9650851/tiktok-songwriter-features-launch-exclusive [4] https://www.forbes.com/sites/jillmorgenstein/2021/09/29/tiktok-songwriter-features-give-composers-a-voice-and-a-stage/?sh=753b2d6f7980 [5] https://www.billboard.com/articles/business/9496409/tiktok-songwriter-features-launch-exclusive-lauren-christy-toby-gad-justin-tranter/
- To leverage the growing influence of TikTok as a social-media platform, songwriters might collaborate with marketers to enhance music marketing narratives by incorporating songwriter profiles into campaign strategies, thereby acknowledging the creators behind hits.
- Engaging with social-media platforms like TikTok's Songwriter Features can offer music enthusiasts authentic entertainment, as they can discover new tracks directly from accomplished songwriters, and gain insights into the creative process behind popular music, which often involves technology as a means for composition and production.
