SOUND ON TIKTOK

For decades, marketing relied on television commercials, print ads, and digital visuals as primary engagement tools. TikTok disrupted this paradigm by proving that sound is not just a supporting element but a driving force behind cultural engagement. The message on TikTok is clear, whether it is a viral moment, a track that just makes you travel back in time, or a touching soundbite from a family member that others can relate to - if you make noise, you will be heard.

‍

‍

Just as radio play once determined viral music trends and MTV music video premieres became appointment viewing, TikTok’s sound-first ecosystem has redefined how songs, brands, and creators break through in the digital age. We’re lucky to have an opportunity to tap into these moments and start real-time conversations that build brand relevance with both users and non-users alike. We’re creating excitement around movements, sounds and music that is as authentic, diverse and unique as our audience, both in region and around the world. This made the sound category ripe ground for an integrated marketing campaign and unique design and creative treatment as a white glove sector with lots of return on investment potential.

‍

‍

TikTok is where culture, entertainment and music collide, making TikTok the ultimate platform for music discovery and promotion. Every day on TikTok, our community of millions of passionate music fans discover their new favorite musician, rediscover old hits, and support up-and-coming artists to break through and reach the top of the charts.

‍

‍

As an integrated marketing campaign, our Sound on TikTok initiative saw various incarnations from video formats to social first messaging and even national television campaigns and an experiential extension. The core focus was around sound, music, audio and voice overs from our creators that could build the basis of a sonic dialectic across our platform between brands, musicians, artists and more.

‍

‍

Everything starts on the For You Page, where users can scroll through and explore an unending library of sound-on content. Great sounds are discovered and rewarded on the For You Page. In fact, one in three TikTok users say they’ve discovered a new video because of its sound through their FYP. In the videoseries I had a chance to art direct and produce, The Evolution of Sound visualizes how TikTok has completely remixed the world of sound, repositioning creativity, power, and distribution back into the hands of creators.

‍

‍

Sound produces trends, and trends amplify culture. Working closely with Jordan Hagan and Ann Nguyen and Liz Amendola and Josh Young from our video production team we produced multiple volumes of this series that took audiences behind the scenes of Sound on TikTok. It educated brands and creators on the importance of sound-first content, reinforcing TikTok’s position as the epicenter of modern audio culture. By leveraging insights from industry leaders, it empowered marketers to craft more effective sound-driven campaigns.

‍

‍

TikTok’s Evolution of Sound video series explored the platform’s groundbreaking impact on the audio landscape, redefining how users, brands, and artists engage with sound. This initiative examined how sound has transformed from traditional advertising jingles and sonic logos to dynamic, interactive, and viral elements that shape digital culture. Grab a set of headphones and press play into a 3D audio experience. Creators and brands take center stage as TikTok creator Daren Girdner (@darendarendarn) guides us through how sounds have evolved from jingles, to sonic identities and new opportunities for creativity on TikTok.

‍

‍

Sound on TikTok grows and expands organically, fueling memes, challenges, brand recall, and artist discovery in ways never before possible. By placing sound at the core of content creation, TikTok has set a new standard for digital storytelling, enabling brands and creators to craft immersive, participatory experiences that resonate far beyond the platform. As can be seen in the Adweek Masterclass Intro video I produced and edited below, sound is a core part of our essence.

‍

‍

As part of TikTok’s music amplification strategy, I played a key role in promoting Tesher’s viral hit, Jalebi Baby on the platform. With the release of the Jason Derulo remix, the song exploded in popularity, generating millions of TikTok creations and dominating trending charts. Beyond promotion, I also designed the official merch and album cover for Jalebi Baby, further reinforcing the song’s branding and visual appeal. Through targeted marketing strategies and influencer collaborations, the song became an anthem across TikTok, achieving millions of video creations and breaking through to mainstream success. The campaign underscored TikTok’s role in music discovery, transforming an independent track into a global sensation.

‍

‍

TikTok Canada’s inaugural real-time marketing campaign, spotlighting first-generation Canadian artist Tesher and the remix of his viral hit ‘Jalebi Baby’ featuring Jason Derulo. The campaign celebrated the platform’s role in amplifying diverse voices, reaching 7B+ video views and 2M+ creates globally. The campaign ran across Canada, USA, Australia, Brazil, Russia, Turkey, France, Pakistan, Italy, and Spain, with organic social placements and an IRL activation in LA at Pendry West Hollywood as can be seen below.

‍

‍

By developing a cohesive sound identity, releasing campaign material around it, and bringing it to life in the real world, TikTok has not only strengthened its brand recognition but also empowered creators and advertisers to harness the power of sound for deeper audience engagement. These initiatives work together seamlessly, providing a unique ecosystem where music discovery, brand storytelling, and interactive content creation intersect.

‍

‍

To develop a sonic identity that resonated with over a billion users worldwide, we partnered with MassiveMusic to craft a universally recognizable, culturally adaptive, and community-driven sound similar to Netflix's iconic "Tudum". The Sonic ID was designed with a two-beat, onomatopoeic structure for instant recall, while a longer-form Sonic DNA track provided a modular, adaptable framework that could be used across different genres and cultural settings. We also created interactive Sonic Stickers, allowing users to incorporate TikTok’s sonic elements into their own videos, reinforcing the brand’s presence in a participatory way.

‍

‍

The final Sonic ID consisted of a distinctive two-beat logo that embodied TikTok’s rhythm and spontaneity, backed by a full-length Sonic DNA track featuring a blend of distorted 808 sub-bass and an ascending E major 7th melody. This structure ensured TikTok’s sound would be instantly recognizable yet adaptable. Sonic Stickers were introduced as interactive audio elements within the app, empowering creators to engage with TikTok’s sonic identity while fostering new content creation.

‍

‍

Following its launch, TikTok’s sonic identity quickly became one of the most recognized brand sounds globally. Research conducted by Kantar showed that 81% of users were familiar with the Sonic ID, with 84% associating it with positive attributes such as creativity, authenticity, and entertainment. Additionally, there was a 25% uplift in the perception of TikTok’s trustworthiness, proving that sound could play a powerful role in shaping brand sentiment as it became an indelible part of people's lives.

‍

‍

Developing the Sonic ID was an extensive process, requiring thousands of iterations, a covert marketing strategy, and intense internal debate over a single note. The final sound, often referred to as Boom-Bling, is a two-note sequence that evokes inspiration, authenticity, and a sense of belonging. It was rigorously tested to ensure its emotional resonance and recall value, ultimately leading to its rollout across TikTok’s entire ecosystem. What began as the seed of an idea around the impact of sound continues to grow bigger in meaningful ways across the brand.

‍

‍

Inspired by the diverse array of music and sounds discovered and created on TikTok, we developed our new sonic identity to embody community-driven entertainment and creative democracy at its core. The vision is for our sonic identity to become a legacy piece of the brand, driving awareness and distinctiveness and serving as a primer for entertainment on the platform that feels authentic and welcoming.

‍

‍

On TikTok, if the creator allows it, you can download their videos to your phone. And whenever you do, TikTok will automatically add that sonic logo to the end of the video. The same thing happens when you repost a TikTok video on apps like Instagram or Youtube. So wherever it goes after that, the sonic logo is baked in, so people will know where it came from. When I hear the Boom-Bling on another app, I feel like I’m consuming TikTok content. It’s almost like TikTok embedded a mini version of their app inside their competitors.

‍

‍

According to the study, 73% of respondents associated TikTok’s sonic logo with positive emotions, with ‘unique,’ ‘entertaining,’ and ‘welcoming’ being the most strongly identified characteristics. Additionally, the global study found that TikTok’s sonic identity had a 52% recognizability rate, which is 40% higher than the average for a newly introduced sonic logo. Further validation came from a recent sonic brand tracking report, which revealed that TikTok’s sonic identity is one of the most recognized brand sounds this year, achieving 70% recognition out of over 130 sonic logos from major U.S. brands.

‍

‍

To amplify the story of Sound on TikTok we ran billboards and fly postering across London, Birmingham, Brighton, Bristol, Glasgow, Sheffield, Leeds, Liverpool and Manchester, featuring QR codes which, when scanned, will take you to a special showcase of talented unsigned artists on TikTok. The billboards and posters were located near iconic music venues like Brixton Academy (London) & O2 Apollo (Manchester), helping music fans get first sight of the next generation of musical talent.

‍

‍

The Behind the Breakthrough series was created to spotlight artists whose careers were launched by TikTok’s unique music discovery ecosystem. This documentary-style content takes a deep dive into the stories behind breakthrough artists, exploring how the TikTok community embraced their music and propelled them to mainstream success. This was all part of a larger initiative to showcase the power of sound on the platform, something that we would expand upon even more with a product integration for brands looking to get in on the action with our Commercial Music Library and it's integration into Adobe Express.

‍

‍

The TikTok Commercial Music Library (CML) was a game-changer for brands and creators looking to harness the power of sound on the platform. With over a million pre-cleared tracks spanning various genres, styles, and regions, the CML provides an extensive catalog of music from emerging and established artists, ready to elevate TikTok-first content. As part of TikTok’s ongoing innovation in sonic branding, I played a key role in integrating the CML into creative workflows, helping brands understand how to concept with sound at the core. Now, through TikTok’s partnership with Adobe Express, marketers and advertisers can seamlessly discover, score, and publish trend-driven TikTok content, all within one platform—eliminating traditional music licensing hurdles. With music driving brand recall, engagement, and virality, the CML empowers brands to act like creators, leveraging sound as a strategic tool for deeper audience connection and cultural relevance.

‍

‍

As a platform that thrives on sound, TikTok needed to educate brands on how they could leverage its sonic features to enhance storytelling and engagement. Many advertisers were unaware of the role sound played in driving brand recall and emotional connection. The challenge was to create a campaign that not only demonstrated the power of TikTok’s sonic branding but also provided actionable insights for brands to implement their own sound strategies.

‍

‍

To shift the industry mindset from visual-first to sound-first, we launched the Sound On video series in collaboration with Baz, Hueso and Em Cole, which provided an in-depth exploration of how brands can maximize the emotional and creative impact of sound with each collaborator visualizing two unique moments. This was a groundbreaking initiative in an industry that has historically prioritized visual storytelling for generations.

‍

‍

The Sound On videos served as a compelling educational resource for creative agencies, encouraging them to rethink how they integrate sound into branded TikTok content, ultimately fostering a deeper connection between brands and audiences through immersive sonic experiences. The campaign was widely referenced by creative professionals, leading to an increase in demand for sound-driven ad solutions.

‍

‍

The campaign featured a series of Sound On videos, designed to illustrate how sound transforms creative expression on TikTok. These videos showcased various auditory elements as the primary drivers of narrative and engagement, reinforcing the idea that creative storytelling on TikTok starts with sound. The interactive Sound On videos saw high completion rates, further reinforcing the power of sound in driving viewer retention.

‍

‍

The Sound On Campaign, in particular, played a crucial role in shifting the industry’s perception of sound in advertising, proving that sound-first thinking can lead to more impactful and engaging content. By demonstrating the direct relationship between sound and storytelling, TikTok has redefined how brands connect with audiences in a rapidly evolving digital landscape. This initiative laid the groundwork for the experiential amplification of sound on TikTok, culminating in In The Mix—the ultimate live expression of TikTok’s sound-first identity.

‍

‍

Successful brands on TikTok understood that sound isn’t just an accessory—it’s a powerful storytelling tool that drives engagement, builds brand identity, and enhances emotional connection. Inspired by the impactful Sound on Campaign from the creative lab, Warner Bros., Interac, Chevy, and Danone have all leveraged sound strategically in their TikTok campaigns, creating immersive experiences that resonate with their audiences. Across industries, brands that excel on TikTok use original sounds, trend-hacking techniques, sensory-driven ASMR, and emotionally resonant music to stand out. Whether through branded jingles, influencer collaborations, or user-generated content, they ensure that sound is not just a background element but a core component of their storytelling. By aligning audio with their brand identity and audience preferences, these companies turn passive viewers into active participants, making their content both memorable and shareable.

‍

‍

Out-of-home advertising played a pivotal role in making the Year in Music 2024 campaign feel tangible, bringing the digital experience to life in high-impact locations like Times Square. By activating in key cultural hubs, we transformed streaming data and digital moments into larger-than-life visual statements, creating immersive brand touchpoints where music fans gather. Dynamic billboards, interactive displays, and real-time data visualizations showcased the most-streamed artists and songs, reinforcing the power of music in shaping culture. These activations not only bridged the gap between digital engagement and physical presence but also sparked social sharing, amplifying the campaign’s reach far beyond the streets where it lived.

‍

‍

Along with making waves in a digital sense and enabling and inspiring brands, we also wanted to ensure that our consumers had tangible moments to interact with our platform in a way that celebrates our impact on the world of sound. TikTok In The Mix was the culmination of TikTok’s sound-first evolution, bringing music, creators, and fans together in an immersive, multi-platform experience. Designed as the ultimate live manifestation of TikTok’s sonic branding, the event blended in-person and digital engagement, with performances streamed live to a global audience.

‍

‍

Held at Sloan Park in Mesa, Arizona, In The Mix featured some of the biggest names in music, including the headline act Cardi B, and the likes of Niall Horan, Anitta, Charlie Puth, Offset, and Peso Pluma, along with rising TikTok Elevate (TikTok’s first-ever program to identify, amplify and celebrate emerging creatives) artists. Fans could experience the festival in person or via TikTok Live, creating a fully integrated hybrid experience.

‍

‍

This event served as a proof of concept for how TikTok’s sonic ecosystem, creator-driven storytelling, and brand engagement could coalesce into a singular, unforgettable cultural moment. On TikTok, our community tells the story and they tell that story through sound. Sound powers their stories, their connections, their communities. They are immersed in TikTok’s sound-first experience and as a result, they skip less, watch longer and feel more positive.

‍

‍

In the Mix was the biggest live event in TikTok history, with 9.6 million live viewers and over 33.5 million total unique viewers across original and rebroadcast versions produced by Done + Dusted & Emmy award-winning director Hamish Hamilton in collaboration with our in house team. We also had a sold-out crowd of 17,000 in-person attendees and Disney+ and Hulu special that extended its reach beyond TikTok. ‍This event was a landmark moment in TikTok’s sound-first evolution, transforming passive engagement into a real-world, immersive experience that seamlessly bridged digital and physical spaces.

‍

‍

The event’s total watch UV surpassed major global events like the Grammys (12.5M) and Oscars (18.7M). Attendees responded overwhelmingly positively, with 81% saying they are very likely to return and 83% likely to recommend the event. Ticketing revenue totaled $460,232, all of which was donated to charitable initiatives supporting music education programs in Mesa and Phoenix. The TikTok-run in-app presale sold 3,114 tickets within a week, driving $460K in revenue, and the event-day ticket sales completely sold out despite being in a smaller market like Arizona. Despite challenges such as venue constraints, ticketing partner limitations, and production hurdles, the team successfully executed a first-of-its-kind 360-degree music experience.

‍

‍

The live broadcast was a global success, drawing 33.6M unique viewers across all channels. The highest peak concurrent viewership (PCU) was 164,798 during Peso Pluma’s set, making it the most-watched moment of the show. US viewers had the longest average watch time (8.45 minutes), while the event was particularly strong in key global markets such as Brazil, Mexico, the UK, France, Germany, and Indonesia. Creators from all corners of the TikTok community were thrilled to attend the festival, where they were treated to an exclusive VIP experience. The excitement only intensified as they discovered swag bags filled with goodies waiting in their hotel rooms.

‍

‍

I worked closely with Yvette Banks on our events team to ensure the VIP party and event went smoothly and felt on brand with the larger vision. The largerevent itself was rebroadcast across multiple time zones, further driving global engagement. Sponsorships played a major role in the event’s success, bringing in $12M—the highest sponsorship revenue for a single TikTok activation ever. Ultimately, TikTok In The Mix 2023 redefined live music experiences, proving TikTok’s cultural dominance in music discovery, fan engagement, and global reach.

‍

‍

Peso Pluma’s set drove the highest PCU at 164K, while Cardi B and Anitta consistently had the most-watched performances. Across all streams, Cardi B’s content amassed 1.4M total watch UV, while Peso Pluma followed closely with 1.1M. Peso Pluma also gained the most new followers (+62K), with Cardi B adding +40K. The event sparked music trends, with Anitta’s Bellakeo challenge reaching 500K published song creations and Niall Horan’s track You Could Start a Cult launching a new TikTok slideshow trend.

‍

‍

Marketing efforts drove massive awareness, with an in-app paid campaign generating over 2 billion impressions. It became the most RSVP’d LIVE stream ever on TikTok, with ~80K RSVPs. On social media, the event garnered 50M+ organic impressions, trended #1 in Brazil on Twitter, and generated 32K social mentions, 500M reach, and 752K engagements globally. Charlie Puth’s "See You Again" performance saw the highest engagement at 10.3%, as fans shared nostalgic tributes to Paul Walker.

‍

‍

TikTok’s Sound On campaign redefined how brands, creators, and advertisers engage with sound, establishing a sonic-first creative ecosystem. Through the Evolution of Sound video series, TikTok educated audiences on the platform’s transformation of sound from a background element to a cultural force. The Sound On Creative Lab Campaign helped brands act like creators by integrating sound strategically into their storytelling, while the Commercial Music Library (CML)—now with over a million pre-cleared tracks—empowered businesses to seamlessly incorporate trending sounds into their content.

‍

‍

In The Mix brought TikTok’s sonic identity into the real world, merging music, community, and brand storytelling in an immersive, experiential format. As a Design Director, I played a pivotal role in shaping this campaign alongside a large internal team and our external agency partners and production vendors—a collective effort that established TikTok’s sonic branding as an essential part of modern digital culture. This initiative proved that sound isn’t just an element of content—it is the driving force behind engagement, creativity, and connection on TikTok. As can be seen in the creative codes video I helped art direct and produce below, Sound is an integral part of our platform and one of the driving forces of creativity.

‍

‍

Key Collaborators: Roscoe Williamson, Aifric Lennon, Gus Nisbet, Emma Byford, Elijah B Torn, Joe Bush, Sean O'Daly, Christopher Garbushian, Julia Zhou, Alessandro Fantini, Johnny Chiu, Lise Brende, Kelly Furey, Fraser Smith, James Underwood, William Gruger, Ava Lin, Belle Baldoza, Raisa Janjua, Jordan Hagan, Josh Young, Liz Amendola, Ann Nguyen, Connor Kort, Marissa Hammonds, Kim Farell, Daniel Bulteel, Paul Hourican, Lysa Cárdenas, Isabel Quinteros, Rachel Dunham, Ron Ubaldo, Macie Spear, James Lightfoot, Govind Sandhu, Sheema Siddiqi, Jenny Zhu, William Granberry, Robin Gonterman, Jessica Wong, Maria Panayi, Erica Valenti, Kandra Lopez, Leah Linder, Barney Hooper, Alison Bonny, Helen Lawrence, Rosie Taylor, Saskia Sani, Chrissy Mahlmeister, Katie Dills, Avi Bagla, Ryan Leo, Kori Clay, Clive Rozario, Kristine Choung, Lauren Birnbaum, Sarah Alberts, Jarek Carethers, Lex Greene, Lauren Wexler, Stephanie Hind, Adam Burchill, Simon Tran, Mike Pascua, Nate Field, Benson Hu, Chris Eyerman, Nechama Muchnik, Joy Seet, Yvette Banks, Daniel Habashi, Nick Tran, Curtis Diggins, Kayla Dixon, David Falcon, Nick Madrinich, Vanessa Adora, Erin Lowers, Chayce Cheatham, Corey Sheridan, Grant Thompson, Francis Mekhail, Lee Sacks, Leslie Kosier, Eric Simpson, Joshua Covarrubias, Litza Smirnakis, Ross Dreyer, Todd Mumford, Liz Bertorelli, Janet Park, Miriam Fitting, Chas Conacher, Joelle Maslaton, Kathryn Podobinski, Erica Malitz, Andrew Maddox, Justin Chan

Tools: Adobe Creative Suite,  Figma

Deliverables: Typography Brand Guidelines, Font Files, Marketing Assets, Video, Commercials, Audio Tracks

‍

‍

‍