TIKTOK CUTS MUSIC LABEL JOBS, BETS ON DIRECT ARTIST TIES

The cuts signal TikTok's shift away from traditional music industry intermediaries. By consolidating efforts around SoundOn and artist-focused projects, the platform aims to strengthen direct relationships with creators and reduce reliance on major label partnerships. Music has anchored TikTok's platform since its origins as Musical.ly, a lip-syncing app. The move reflects broader industry trends where tech platforms increasingly develop proprietary distribution channels to capture more value from creator content. SoundOn, TikTok's music distribution arm, enables artists to upload and monetize tracks directly. The strategic realignment suggests TikTok is prioritizing artist retention and revenue capture over maintaining established relationships with major record labels. No timeline for the job cuts was disclosed.