TikTok has introduced an exciting new feature that enables users to share their favorite songs directly from Apple Music and Spotify to the platform.
In a significant announcement on Thursday, the company unveiled the “Share to TikTok” functionality, allowing music streaming enthusiasts to effortlessly share tracks, podcasts, and even audiobooks directly to their TikTok profiles.
The new “Share to TikTok” option will now appear seamlessly when users attempt to share a song or album on either Spotify or Apple Music. This feature grants users the ability to immediately post their chosen track to the TikTok feed, where they can utilize the platform’s Photo Mode or green screen feature to enrich their video with personal commentary and engaging visuals. Alternatively, users can opt to send songs directly to their friends via TikTok DMs, allowing recipients to easily access the music by clicking the link, which will redirect them to either Apple Music or Spotify.
While the announcement focused on Apple Music and Spotify, it’s worth noting that other popular music platforms such as Amazon Music, Tidal, and YouTube Music were not mentioned.
This new feature serves as a complementary tool to TikTok’s “Add to Music App” function, introduced last November, which lets users add songs playing within videos to their preferred music streaming service with just a simple tap.
According to Ole Obermann, TikTok’s global head of music business development, “Today’s launch of ‘Share to TikTok’ is the latest example of our ongoing commitment to support music discovery and artist promotion in partnership with music streaming services.” He also highlighted the success of the “Add To Music App,” noting it has facilitated hundreds of millions of track saves and billions of streams on partner platforms.
However, the process of sharing may not be as straightforward for every music track due to varying licensing agreements that major labels have with TikTok. For instance, in May, TikTok secured a “multi-dimensional” deal with Universal Music Group (UMG) to reinstate its artists on the platform after a temporary removal of their entire catalogue. Other notable labels like Warner Music Group (WMG) and Sony Music Entertainment have established their own unique agreements with TikTok.
Similarly, independent labels are navigating their own arrangements. The expiration of TikTok’s licensing deal with the National Music Publishers’ Association (NMPA) in April led the NMPA to announce that they would not renew the agreement, impacting numerous indie artists. In response, the indie nonprofit licensing group Merlin is considering removing a significant amount of its catalogue from TikTok, putting additional pressure on the platform.
Consequently, while sharing music via DMs appears secure as it provides just a link, sharing songs to your public feed may involve more complexities due to these licensing nuances.
Furthermore, this development aligns with TikTok’s recent decision to discontinue TikTok Music by November, a music streaming service that failed to launch in the U.S. after debuting in Brazil and Indonesia in July of the previous year.
**Interview with Ole Obermann, TikTok’s Global Head of Music Business Development**
**Interviewer:** Thank you for joining us today, Ole. TikTok has just launched a fantastic new feature that allows users to share music and podcasts directly from Apple Music and Spotify. Can you tell us more about the rationale behind this feature?
**Ole Obermann:** Thank you for having me! The “Share to TikTok” feature is an exciting step forward for us. We understand how integral music is to the TikTok experience, and this functionality not only enhances user engagement but also supports music discovery and artist promotion. By allowing our users to share tracks seamlessly from top streaming services, we’re creating a more interactive and vibrant community.
**Interviewer:** It sounds like a complementary tool to your previous feature, “Add to Music App.” How do these two functionalities work together?
**Ole Obermann:** Exactly! The “Add to Music App” feature lets users easily save songs they hear in TikTok videos to their music libraries. With “Share to TikTok,” we’re taking it a step further by enabling users to bring their favorite tracks into their TikTok feeds directly. This synergy amplifies music interaction, allowing for both spontaneity in discovering new music and creativity in video creation.
**Interviewer:** Are there plans to include other popular music platforms like Amazon Music or Tidal in the future?
**Ole Obermann:** As of now, we are focusing on Apple Music and Spotify, but we’re always looking to expand our partnerships. Our goal is to provide the best user experience, and if there’s sufficient interest from our community for other platforms, we will certainly consider it.
**Interviewer:** You mentioned licensing agreements could affect the sharing process for some tracks. Can you elaborate on that?
**Ole Obermann:** Yes, licensing agreements can be quite complex and vary with different music labels. While we aim to make as many tracks shareable as possible, there may be limitations based on those agreements. Our team is continuously working to navigate these challenges to ensure our users have access to a wide range of music.
**Interviewer:** What do you hope to see as the outcome of this new sharing feature?
**Ole Obermann:** We hope to see increased engagement among our users, both in terms of music discovery and creative video content. Our aim is to foster a community where music isn’t just a background element but a core part of storytelling and interaction on TikTok. The success of “Add to Music App” has shown us the potential here, and we’re excited to see how ”Share to TikTok” will further enhance the experience.
**Interviewer:** Thank you, Ole! It’s exciting to see how TikTok continues to innovate in the music space.
**Ole Obermann:** Thank you for having me! We’re looking forward to what’s next and can’t wait to see how our users embrace this new feature.
