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TIKTOK IS STARTING TO LOOK MORE AND MORE LIKE SOUNDCLOUD

At various times over the past year, it appeared that TikTok and its parent company ByteDance were slowly morphing into something that resembled a record label.

We made this observation a few months after TikTok publicly launched its ‘SoundOn’ marketing and distribution service, and once again following our discovery that ByteDance was hiring for label-style A&R roles.