Since launching in 2022, TikTok’s promotion and distribution platform SoundOn has been at the heart of some colossal global hits. And it turns out they’re only just getting started. Here, its newly promoted head of A&R and label services, James Cattermole, tells us how it has quickly built a formidable reputation within the industry, and talks harnessing the power of the For You Page to find the talent of tomorrow...

WORDS: JAMES HANLEY
PHOTOS: ANDY TYLER

Every day, well ...