TikTok’s Add To Music App has been expanding its audio streaming partnerships – SoundCloud is the latest to sign up, following Spotify, Apple Music, YouTube Music, Tidal, Deezer and Amazon Music
The feature allows TikTok users to seamlessly link music they discover on the service to their streaming app of choice.
Following its full global roll-out in 2024, Add To Music App recently won the Music Consumer Innovation trophy at the Music Week Awards.
“Everything we do at TikTok, we want to try and do big,” said Toyin Mustapha, head of music partnerships, UK, Ireland & SSA. “Especially where music's concerned and where artists are concerned, we want to always make sure that we take that care, that anything we launch is something that's beneficial to artists and the music industry, and really helps push it forward.
“So, for us, we were in no doubt that when we were conceiving this new feature, that it was something that we wanted to bridge the gap between what happens on platform, and what happens off platform. So we're really happy that it's taken off the way we thought it would, and it continues to keep getting bigger and bigger. On our side, we continue to see just how many people use it on a daily basis. And we just want to continue to grow that.”
Team TikTok at the Music Week Awards 2025 including Toyin Mustapha (second left) and Sheema Siddiqi (holding award) (photo: Will Ireland)
TikTok recently reported that its Add To Music App feature had already generated more than a billion track saves – and many billions more streams – to music streaming services globally.
“I think we always knew that TikTok was driving off-platform consumption,” said TikTok music partnerships manager, Sheema Siddiqi. “But now we've given people the actual tools to be able to do that, and it's really exciting to see songs that go viral end up on the Spotify Global charts. We've had so many, like Lola Young’s Messy and Charli XCX’s Apple. So it's just been great to be able to see the data behind it.”
Mustapha also spoke about the growth of artist services platform SoundOn, which is headed by Nichal Sethi for EMEA. It also landed a Music Week Awards nomination this year.
“SoundOn is another platform within our music ecosystem that we felt was really important to help artists,” said Mustapha. “As a platform, we want to help artists at every stage of their careers, and there's no better stage than at the very start of their careers, or when they're independent.
“Sound On is there to bridge the gap for those music creators. With everything we do, we just want to work and serve the wider music industry ecosystem. Sound On is very much part of that, and it's been really amazing seeing that go from strength to strength.”
The biggest hit to date for SoundOn has been Show Me Love by WizTheMC and Bees & Honey, which peaked at No.3 in the UK. It has consumption to date of 446,009 units (Official Charts Company).
“We just want to continue to make TikTok the platform for music discovery and really enhance artist and fan engagements,” added Mustapha.
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