Observed Signal · May 26, 2025 · Partnership · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
TikTok integrates SoundCloud to save songs to playlists
TikTok and SoundCloud have announced a strategic partnership enabling users to save songs directly from the TikTok feed into SoundCloud playlists. The integration aims to strengthen the link between viral trends and lasting community engagement, benefiting listeners, music creators, and brands. SoundCloud boasts over 400 million tracks from more than 40 million artists, and Emmy Lovell, Global Head of Music at SoundCloud, says the collaboration can convert casual listeners into lifelong fans. The article also notes TikTok’s broader music ecosystem initiatives, including Move Your Music, a tool to transfer playlists between platforms such as Spotify, Apple Music, and Deezer, and TikTok AI Alive, which turns photos into interactive videos. Since 2024, TikTok’s feature to add music to external apps has led to more than a billion saved songs across streaming services. The piece emphasizes ecosystem integration as a driver of longer-term brand and fan engagement.
Cross-platform integration between TikTok and SoundCloud; potential long-term implications for music discovery and fan engagement.
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Key Takeaways & Evidence Grounding
- TikTok and SoundCloud announced a strategic integration that lets users save songs from the TikTok feed directly to SoundCloud playlists.
- Emmy Lovell, Global Head of Music at SoundCloud, says the integration can turn casual listeners into lifelong fans.
- SoundCloud has over 400 million tracks from more than 40 million artists.
- Since 2024, TikTok’s feature to add music to external apps has resulted in over 1 billion songs saved across streaming services.
- Move Your Music enables transferring playlists between SoundCloud and platforms like Spotify, Apple Music and Deezer.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
TikTok teams with Apple Music to play full songs in-app
TikTok will integrate Apple Music to let Apple Music subscribers play full songs directly within the TikTok app via MusicKit, without leaving TikTok. The Play Full Song feature converts a short sound snippet into a complete stream and will be followed by a personalized stream with recommended tracks. The integration is exclusive to Apple Music; Spotify is not supported at launch. A second feature, Listening Parties, enables real-time shared listening with chat, and artists can join sessions. Apple Music counts streams from TikTok and pays rights holders accordingly. The Play Full Song function runs on MusicKit, launching the Apple Music player inside TikTok when a track is played. The rollout is planned worldwide in coming weeks, aiming to deepen engagement by reducing app-switching and enabling saving to Apple Music libraries and playlists.
TikTok Integrates Apple Music for Seamless Song Playback
TikTok and Apple Music have partnered to let Apple Music subscribers play full-length tracks without leaving the TikTok app. Subscribers who find a song on TikTok’s For You page or Sound Detail Page can tap a new “Play Full Song” button that opens an Apple Music player inside TikTok; playback uses Apple’s MusicKit so streams count and are paid through Apple Music. The companies are also launching a real-time “Listening Party” feature for fans and artists to listen and interact together. The feature rollout will occur globally over the coming weeks. TikTok still does not permit in-app full-song playback from other streaming services, including Spotify.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
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