TikTok wants to ‘leak’ your music before its released

TikTok’s marketing and distribution platform SoundOn has launched “a self-service feature that empowers artists to give TikTok listeners exclusive access to clips in advance of releasing their tracks.”

In other words, you can leak a track via TikTok before its widely distributed on Spotify and elsewhere.

The goal is to get fans excited about the coming release and perhaps do a little test marketing. But it’s also a good look for TikTok, which is establishing itself as a top music destination during what increasingly appears to be the runup to the launch of a full streaming music service.

The new feature is available in all markets where SoundOn is available.

MORE: TikTok is on the road to becoming a next-generation music company

Bruce Houghton is Founder and Editor of Hypebot and MusicThinkTank and serves as a Senior Advisor to Bandsintown which acquired both publications in 2019. He is the Founder and President of the Skyline Artists Agency and a professor for the Berklee College Of Music.