Evolution of Sound

TikTok has completely remixed the world of sound, repositioning creativity, power, and distribution back into the hands of creators. Sound produces trends, and trends amplify culture. Join us as we explore how sounds have evolved from jingles, to sonic identities and new opportunities for creativity on TikTok. Rounding out this session, a fireside chat with Paul Hourician, TikTok Head of Music Operations UK and sound expert Cedric Engels, who are no strangers to speaking up about sound.