TikTok's all-in-one platform for artists and labels
Client
TikTok SoundOn
My Role
Creative lead and co-director while in-house. Developed the campaign, shaped the tone, directed key video content, and oversaw execution across teams.
OverView
SoundOn was TikTok’s global launch campaign for its original music distribution platform—designed to flip the model and give artists control. I helped lead the creative from inside TikTok, partnering with internal teams and external collaborators to concept, develop, and direct the launch campaign.
The Challenge
We helped position TikTok as more than just a discovery engine—it became a launchpad for artists. Built quick, designed smart, and tailored to match how creators actually use the platform.
The Solution
The Result
The campaign launched in multiple regions and quickly gained traction—resulting in millions of creators and 10,000+ songs activated through the platform. It became a creative and cultural launchpad for TikTok’s broader music initiatives.
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