Sephora is making musical moves.
The prestige beauty retailer has teamed with creative music agency SixtyFour Music to launch Sephora Sounds, a collective of up-and-coming musical artists whose songs can be harnessed in the corporate’s TikTok videos and campaigns.
“We desired to give you our own unique approach to participate musically on the platform,” said Brent Mitchell, Sephora’s vp of social media and influencers.
Because TikTok doesn’t allow corporations to make use of songs for promotional or industrial purposes, this system allows Sephora to lawfully put tracks to make use of on the platform, while helping underrepresented artists gain visibility.
“It’s well documented that creators of color — especially Black creators — struggle to get the acknowledgement and the compensation...
Continue reading
