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
Establish TikTok as a serious player in music distribution—not just a platform for discovery, but a platform for creators to thrive. It had to be built fast, look native, and carry weight.
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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