International music studio Butter Music and Sound has joined the TikTok Marketing Partner Program as an official TikTok Custom Sound Partner, joining TikTok’s dedicated list of brand advertising partners as experts in helping marketers build successful, sound-on strategies for TikTok.
As a Custom Sound Partner, Butter will craft bespoke tracks via in-house composers that inspire community participation and excitement around Hashtag Challenges, campaigns and beyond. Brand partners can connect with Butter EPs based in Los Angeles, New York or Europe through TikTok’s directory channels.
TikTok Head of Ecosystems Melissa Yang notes, “Sound is the universal language of TikTok, and brands need to embrace music and sound in order to show up authentically on the platform. Our new Sound Partners have a proven track record of helping marketers develop strategies for TikTok, and offer scalable options for brands of all sizes. We’re excited to see more brands tap into sound on TikTok and make meaningful connections with the community through creative, sound-on strategies.”
Notes Butter Owner/CCO Andrew Sherman, “Butter is thrilled to be partners with TikTok as we venture further into short-form video!”
The studio has already collaborated with TikTok on a range of custom music for brand campaigns with the platform, including a jam called “From The Wild West to the Wild Waves” for Wrangler, the playful “Make A Dog’s Day” tune for Subaru and a modern, yet authentic bossa “#UnsealTheMeal” melody for Ziploc.
Through an agency partner, Butter also created a modern energetic twist on the Flintstones’ theme for a Fruity Pebbles #PEBBLEShead Branded Effect TikTok filter.
Butter has also music-supervised campaigns on TikTok for brands such as Domino’s and Supercell, including Domino’s return of brand villain The Noid to the tune of Pat Benatar’s Hit Me With Your Best Shot, and music and sound offerings to Supercell’s #MyBrawlSuper Hashtag Challenge, which subsequently became the most viral hashtag challenge at that time with over 26 Billion views in two weeks.