This groundbreaking collaboration will see the catalog distributed to the TikTok audience for one week before its DSP release. The Death Row library has been inaccessible for a year, making this an exciting opportunity for music lovers.
The move comes after Snoop Dogg pulled his entire Death Row catalog from traditional streaming platforms in February 2022, citing the lack of fair compensation for music creators. SoundOn, on the other hand, promises to pay 100% royalties to music creators in the first year and 90% thereafter and offers a range of promotional tools and support for artists. Signing up with the service allows artists to release music on TikTok and CapCut, and access a special playlist curated in collaboration with Death Row Records.
In an effort to give the TikTok audience a first taste of the Death Row library, the distribution will be made available on the platform for an entire week before its release on other digital streaming platforms (DSPs). This means that fans of the iconic label, which has been home to hip-hop legends such as Dr. Dre, Snoop Dogg, and Tupac, can get their hands on the collection before anyone else.
The move comes after Snoop Dogg, one of Death Row’s most well-known artists, pulled his entire catalog from traditional streaming platforms in February 2022. In an interview with Billboard, he explained that he wanted to take a stand against the lack of fair compensation for music creators. “The first thing I did was take all the music off those platforms that people traditionally know about because those platforms don’t pay,” he said. “And those platforms get millions and millions of streams, and nobody gets paid, except the record label.”
TikTok has emerged as the MTV of the new generation, with a 2020 survey revealing that 52% of Generation Z people (aged 13-23) used apps like TikTok or Triller, and 48% consumed music-related videos on the platforms. Additionally, a report by martech Winnin showed that seven out of the top 10 most listened-to songs of 2020 on Spotify first went viral on TikTok.
The music industry is taking note of the platform’s potential, with companies like Sony Music securing distribution deals with TikTok. Viral hits like Lady Gaga’s “Blood Mary,” Kate Bush’s “Running Up the Hill,” and Taylor Swift’s “Wildest Dreams” are also milestones of TikTok’s impact on the music industry.
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