Creators are the beating heart of the TikTok community, often inspired by the artists who bring their music to the platform, and providing a haven for them to thrive is key to our mission,” says Kevin Mayer, CEO of TikTok. “The new partnership with United Masters makes it even easier for musicians and creators to reach new fans and earn a living doing what they love, directly from the platform.”
The company recently announced a $1 billion TikTok Creator Fund to help support ambitious creators looking to foster a livelihood through their innovative content. TikTok has become the go-to staging ground that has helped previously little known or undiscovered artists like Lil Nas X, Ambjaay, StaySolidRocky, Powfu, BENEE, Y2K, bbno$, and many others find mainstream fame and dominate the charts.
“TikTok artists who are creating music in their bedrooms today will be featured in the Billboard charts tomorrow,” says Ole Obermann, Global Head of Music at TikTok. “Our mission is to help those artists achieve their creative potential and success. This partnership with UnitedMasters gives us a turn-key solution to help artists who are born on TikTok to reach their fans on every music service.”
Since its launch UnitedMasters has seen its artist-first approach pick up steam launching the careers of chart toppers like platinum-selling rapper NLE Choppa, Billboard charting recording artist Lil Tecca, Tobe Nwigwe, Lil XXEL, and many more. In just 18 months, UM has amassed over 400k artists, 5 billion streams, and over half a million distributed tracks.