• Work Overview
  • About
  • Testimonials
  • On The Record
  • Linkedin

Vicky Beercock

Creative Brand Communications and Marketing Leader | Driving Cultural Relevance & Meaningful Impact | Collaborations

  • Work Overview
  • About
  • Testimonials
  • On The Record
  • Linkedin

🎶 TikTok Turns Up the Volume on Songwriters: What the New Features Mean for Brands and Creators

As TikTok continues to shape global music discovery, its latest move puts songwriters centre stage. With the beta launch of TikTok Songwriter Features, the platform is responding to industry calls for greater transparency, visibility and value for the creators behind the hits. For brands, talent managers, and cultural strategists, this development signals a shift in how music creators can be engaged and elevated in the social ecosystem.

Why This Matters Now

TikTok has become a core driver of music virality. But until now, songwriters have often remained in the background. This new suite of features - including a Songwriter Account Label and a Music Tab - is designed to ensure their work is properly credited and more discoverable.

According to MIDiA Research’s 2025 Songwriter Report, 53% of full-time songwriters who post content do so on TikTok, and over 80% of all songwriters use social media to advance their careers. The timing is clear: songwriter visibility is no longer optional - it’s business-critical.

✅ Pros - What’s Working?

Elevated Attribution
For the first time, songwriters can label their profiles and curate a music tab showcasing their co-written works, making authorship transparent and accessible.

Content + Catalogue Integration
TikTok’s update places music and storytelling side by side - empowering songwriters to link personal content with professional catalogues.

Direct Fan Discovery
As songwriter KOLE notes, fans are discovering creators through TikTok’s algorithmic curation - not by search. That passive discovery makes songwriter visibility more impactful than ever.

Industry Endorsement
Major publishers like Kobalt, Reservoir, Warner Chappell and Sentric have publicly backed the beta, reinforcing its industry legitimacy and reach.

❌ Cons - What Are the Limitations?

Closed Beta = Limited Access
Currently, the feature is in a restricted rollout with select publishing partners. This limits early visibility for independent or unsigned songwriters.

Attribution Is Still Optional
TikTok’s features are tools, not enforcement mechanisms. Unless widely adopted and standardised, songwriter credits may still be missed or inconsistent.

Monetisation Still Vague
While the features improve discovery, the connection to revenue (e.g. sync, streaming boosts, licensing) is still unclear for many songwriters.

đź’ˇ Opportunities - What Should Brands Pay Attention To?

Creator Collaborations at the Source
Brands can now identify not just performers, but the creative minds behind trending tracks - opening doors to deeper, story-led partnerships with writers.

Content Series Like #BehindTheSong
TikTok’s built-in storytelling formats like #BehindTheSong offer a blueprint for branded content collaborations focused on process, inspiration and authorship.

Talent Scouting Through Attribution
With credits attached to profiles, brands and agencies can scout songwriting talent based on real metrics - discoverability, influence, and song virality.

Culture-Led Campaign Soundtracking
Knowing who wrote a viral track opens up richer cultural alignment and licensing conversations, beyond performer endorsements.

⚠️ Challenges - What Barriers Exist?

Fragmented Credit Systems Across Platforms
TikTok may credit songwriters, but many DSPs and UGC platforms still lack consistent metadata frameworks.

Algorithmic Attention Gaps
TikTok’s For You Page surfaces content, not necessarily credit. Without amplification, songwriter features risk being underused or unseen.

Platform Dependency
Over-reliance on TikTok for visibility may reinforce platform-driven career models, which can be unstable or opaque.

🔑 Key Takeouts

  • TikTok Songwriter Features signal a shift towards greater attribution and visibility for music creators.

  • The initiative is backed by major publishers and supported by songwriter advocates across the industry.

  • While still in beta, the features could reshape how songwriters are discovered, credited, and monetised on social platforms.

  • Brand marketers now have a new layer of creative partnership potential, tracing culture back to its originators.

  • Success will depend on widespread adoption, feature evolution, and cross-platform alignment on credit standards.

đź§­ Next Steps for Brand Marketers

  • Track the Beta Rollout: Stay informed on when the features open more broadly. Early engagement could offer brand partnership advantages.

  • Map Songwriters to Cultural Trends: Go beyond performers. Identify the creatives behind trending TikTok tracks who may align with your brand story.

  • Experiment with #BehindTheSong Formats: Use TikTok’s existing campaign structures to spotlight the creative journey behind licensed music in brand campaigns.

  • Push for Metadata Standards: Join or support industry calls for consistent songwriter crediting across digital platforms.

  • Reframe Influencer Strategy: Include songwriters as a new class of cultural creators for endorsement, partnership or amplification.

TikTok is positioning songwriters not just as background contributors, but as cultural figures in their own right. For brands, that means a chance to engage deeper in the music economy - at the source of creativity.

categories: Music, Tech
Thursday 07.17.25
Posted by Vicky Beercock
Newer / Older