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TikTok’s all-in-one platform for music distribution and promotion

Year 2024 – 2026

SoundOn — onboard artists and labels

My Role

Design Manager

Team

Music Promotion

What is SoundOn?

SoundOn is TikTok’s all-in-one platform for artists and labels, distributing and promoting their music globally.

Alan Walker — SoundOn artist
Humbe — SoundOn artist
1.5 M Onboarded Artists
Top 7 Distributor on Spotify

Why Artists and Labels Should Join SoundOn

SoundOn is TikTok’s all-in-one platform for music distribution and promotion

TikTok Perks No One Else Can Offer

TikTok promotion tools, Artist Blue V, Music Clip, and CapCut integration — premium benefits built into every plan.

Your Music Stays Live, Always

Unlike others, your releases never get taken down, even if you stop paying.

Start Free, No Barriers

No fees, no friction, just drop your music.

All-in-One, Best Price

Full distribution at the lowest price across platforms.

User Journey & Design Strategies

Design focus and key strategies, from brand to new opportunities

SoundOn user journey and design strategies — click to view full screen

Key Outputs

The key deliverables shipped across this project

Rebrand

SoundOn rebranded website — Distribute and promote your music globally

Enhance Music Promotion

TikTok Music Promotion campaign report and the WWA in-feed card

Improve Experience

SoundOn upload flow — Track info, and the Releases list on mobile

AI Tools

SoundOn Melor — AI music video, Spotify Canvas and album cover tools

Rebranding

A simple but effective idea: apply the TikTok glitch effect to the “O”, whose shape suggests an open, singing mouth

Official Website Redesign

Across both web and H5

Before

SoundOn official website — before redesign

After

Enhance Work with Artists

Work with Artists (WWA) is a TikTok music promotion platform where creators join video campaigns to help songs go viral and ultimately drive artists’ success

Watch WWA in action

WWA 3.0

Outreach

WWA 3.0 Outreach screen

Submit rate +100%

WWA 3.0

Campaign Wall

WWA 3.0 Campaign wall screen

HQCV +35%
Submit rate +80%

WWA 3.0

Detail Page

WWA 3.0 Detail page screen

HQCV +13%
Submit rate +19%

WWA 3.0

Trend Library

WWA 3.0 Trend library screen

HQCV +10.8%
Submit rate +33%

Improve Cross-Platform Experience

To strengthen our brand image, we made significant improvements across platforms, including web, H5, and App V1.0

Before
Upload experience before — Release a Single Song
After
  1. Step 1: Audited experience issuesP0(3), P1(22), P2(23)
  2. Step 2: Drove an upload optimization project10+ user tests · USAS 4.16/5
  3. Step 3: RebrandedCompleted in 2 months
  4. Step 4: Upgraded components

Build AI Tools for Artists

Artist monetization has always been a challenge in the industry, so the music team set out to build AI-powered tools that help artists promote their music and grow their income

AI MV & loop videos

AI MV and loop video generator

AI cover

AI cover art generator

Other Projects

Music Discovery on TikTok

Music Discovery on TikTok

Melor – AI Tool for Artists

Top Artist Campaign

Have a team to build, or a product to grow? Let’s talk.

· --°C · San Francisco · --:--