African music distribution and service provider, M.A.D Solutions, has secured a new licensing partnership with TikTok. This comprehensive agreement opens a new frontier for African music, covering TikTok, CapCut and the TikTok Commercial Music Library (CML). Under the terms of the partnership, artistes in the company’s catalogue will be able to generate revenue from their music on TikTok, particularly through branded content campaigns, thereby expanding their reach and income potential.

By integrating with TikTok’s ecosystem, M.A.D Solutions’ artistes will gain access to commercial opportunities from branded content campaigns. The CML is utilised by over 70 million global brands such as Coca-Cola, Diageo, Bose, Dove, ESPN, IKEA, Walmart, allowing for seamless monetization through music usage in advertisements, challenges, and viral trends.

“This partnership with TikTok aligns perfectly with our mission to bridge the gap between African talent and global markets,” said Bugwu Aneto-Okeke, Founder and CEO of M.A.D Solutions. “TikTok has revolutionised music discovery, becoming a vital platform for exposure and revenue generation. Our partnership ensures that artistes under our banner are strategically positioned to benefit from its immense potential. We are committed to optimising artiste revenue while amplifying African culture across the globe.”

Founded in Nigeria in 2017 and now headquartered in Houston, Texas, M.A.D Solutions has built a solid reputation for promoting African talents on the global stage through innovative and forward-thinking distribution strategies. The company has successfully distributed music from renowned African artistes such as Flavour, Simi, P-Square, Runtown, and Phyno, solidifying its position as an industry leader in the African digital music ecosystem. With active operations also in South Africa, Canada, and the United Kingdom, M.A.D Solutions continues to expand its presence globally, connecting over 1,000 artistes to key platforms like Apple Music, Spotify, Boomplay, Audiomack, Amazon Music, and TikTok.