Music-sharing protocol Audius became one among the primary streaming platforms to partner with TikTok, now permitting its users to directly share tracks to the renowned app.
Within an official announcement earlier on Monday, Audius revealed that it had partnered with TikTok in the creation of a new feature called TikTok Sounds. Consistent with a Rolling Stone interview with Audius co-founder and chief product officer Forrest Browning, this mixing will permit users to export songs created with the protocol to TikTok with one click, in an attempt to streamline the method.
Though Audius claims it seeks to leverage blockchain technology to reward content creators & thereby increasing transparency on payouts to artists, the mixing with TikTok seems to be more about the music instead of pushing messages about cryptocurrency or DeFi [Decentralized Finance]. Consistent with Browning, roughly 95% of Audius users “have no idea that blockchain is even involved.”
Approaching near to 1 Bln monthly active users, TikTok reported earlier in July that 75% of its users based within the U.S. discover new artists through the app. Audius now has roughly 5 Mln monthly active users after an October launch, with many of its governance tokens allocated to creators supporting the number of streams they generate. TikTok doesn’t presently permit users to receive performance royalties from streaming music but instead offers opportunities for exposure and engagement with fans.
The integration is somewhat of a surprising move for TikTok, given the app’s decision to ban crypto assets-based promotional content & “the promotion of all financial services and products” earlier in July. Many users learned about the meme-based cryptocurrency Dogecoin [DOGE] from TikTok videos making them around last year.