TikTok Strengthens Support for Music Creators — "LIVE Master Program" and Song Monetization Expand

TikTok is expanding initiatives to discover, nurture, and monetize music creators. Several mechanisms are taking shape, including the "LIVE Master Program" supporting streaming activity and song monetization through a commercial music library for businesses.

The "LIVE Master Program" grants certification based on TikTok LIVE streaming track records, supporting music creators' activity. Alongside it, a system enabling businesses to use a large number of songs in ad content has been developed, widening earning opportunities for the song-providing side.

Short-form video has become a primary gateway for song discovery, and the flow of viral hits rippling into the charts is now established. Platforms increasing monetization options helps build a foundation that supports creators in sustaining their activity.

For labels and distribution agents, short-form-driven promotion has become an essential element. If song monetization through ad usage spreads, it becomes easier to design a structure in which songs keep generating revenue after release.

At the same time, how to connect short-form popularity with full-length plays and physical sales remains a challenge. Building pathways across each revenue channel will shape the stability of an artist's activity.

The ZEN editorial team believes that understanding a platform's monetization menu and incorporating it into one's own song strategy will grow in importance. For independent creators, combining multiple channels is a realistic strategy.

Source: TikTok Newsroom, various reports