Timely article on MBW about TikTok's sound on becoming a fully fledged label.. potentially, we've been having that conversation recently as the support for tracks that go through their distribution arm 'Sound On' is really good and its an amazing way for an artist to introduce their music to a massive audience on TikTok. Read more about it here #tiktok #recordlabel #soundon #musicdistribution

TikTok is entering the distribution game with the launch of SoundOn their new distribution arm aiming to help unsigned artists. Emerging Behaviour worked with up & coming artist Troi on his Xmas single '25th' which was signed direct to SoundOn and the team at TikTok couldn't have been better with their help and learning on the project. Global Head of Music Ole Obermann explains: "In short, we’re making it easier for [independent artists] to get their music on TikTok, and we’r