BUTTER Music and Sound, under the aegis of owner/CCO Andrew Sherman, has joined the TikTok Marketing Partner Program as an official TikTok Custom Sound Partner, becoming part of 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 noted, “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.”

The studio has already collaborated with TikTok on 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....