As Show Me Love by WizTheMC and Bees & Honey surges into the Top 10, revisit our interview with Nichal Sethi, head of TikTok's SoundOn (EMEA), the distribution arm that powers the track...
From supercharging hits and fanbases around the world, to its high-profile dispute with Universal Music Group and more, TikTok has rarely been out of the news in 2024. And there have been big changes for its UK music team, too. Here, we get to know Nichal Sethi, head of SoundOn, EMEA…
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How has SoundOn delivered on its pledge to empower undiscovered artists?
“We’ve been lucky enough to launch the careers of some of the most talented artists of the moment: the likes of SamRecks, Artemas, Arthur Hill, Grace Gachot and LeoStayTrill have all begun their careers with SoundOn. Alongside expertise in promotion and content, we provide full marketing support off the platform, and we’re so proud of how many SoundOn artist successes we have had a role in.”
What is the single biggest challenge facing emerging artists?
“Choice. I don’t envy artists at the moment! There are so many options available when it comes to distributors or labels, all of which promise and offer different things. However, most of the time when independent artists are distributing their music, they do so either by themselves or with their management team, and therefore can struggle to figure out where best to focus their time and attention. We try to break it down for the artists to make it as simple as possible while acting as an extension to their team. We help the artists get the most out of TikTok and support them through their high points, but more importantly any low points as well.”
Does SoundOn lend itself better to certain genres?
“We’re pretty genre-agnostic and have delivered successes in different areas, from electronic music, to hip-hop and rap with Sidemen’s No.3 hit Christmas Drillings and M Huncho and Potter Payper’s mixtape 36 Hours, to Wes Nelson and Craig David’s R&B hit Abracadabra... SoundOn is a home for all genres.”
How can you help ensure that artists actually stick around in the wake of a viral moment?
“My whole 14-year career has been about supporting artists to build long-term success. New artists break through every day on TikTok, but it’s also where artists start long careers. Artists like Cat Burns, Central Cee and Blossoms credit TikTok with their ongoing success, but as well as emerging acts, it’s also great to see heritage artists like Natasha Bedingfield and Sophie Ellis-Bextor returning to the charts thanks to their music going viral. Our team is committed to helping artists not just break through, but to build engagement and a fanbase for the long term. We offer the platforms, tools and support to do so.”
Should the industry be concerned about the lack of UK breakthroughs?
“Like buses, sometimes there are none for a while and then many come along at once. It’s part of the cyclical nature of the music industry. We are seeing some amazing acts emerging now that I have no doubt will become major artists over the months and years ahead – LeoStayTrill and Jordan Adetunji to name just two. Whoever the next wave of British breakthrough artists are, I have no doubt they will have used TikTok as a key part of their promo plan.”
How will SoundOn’s role in the UK business continue to evolve?
“We want to be able to help more and more independent artists break and create successful futures in the industry. That may mean staying with SoundOn and being independent, or going on to sign a deal with a record label. That’s their choice, and to my mind both can give the artist the chance to be a superstar. I’d love to see us become the go-to destination for emerging independent artists when they are choosing how to get their music out into the world.”
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