Date Signed: June 2025
Label: SoundOn/TikTok
Type of Music: Pop
Booking: Tour De Force Music
Legal: Alison Finley/Pierson Ferdinand
Publicity: Kip Kouri/Tell All Your Friends
Singer-songwriter Jewels Gold is no stranger to the world of TikTok. Gold began posting to the social media platform in 2019, around the time it was rapidly gaining momentum. Realizing the influence and popularity, Gold left Berklee College of Music to pursue her solo career and to focus on posting. Within two years, she was one of the platform’s fastest growing female vocal accounts, and her daily TikTok posts since—both covers and her own songs—have seen her soar to millions of views. Now Gold is stepping into a new chapter as she has signed to TikTok's music division SoundOn.
“This platform is really different, there's such power to it. To me TikTok isn't just a social media, it's more than that,” Gold recounts. “Scrolling through the For You page, and you don't know who you're gonna see and I think that's like the beauty of it. I realized pretty early on it was going to be a big change in the industry, in the way of sharing my music and building a community and reaching a lot of people. The reach is incomparable.”
Although Gold and her manager Eddie Applebaum had a couple of conversations with other labels, Gold ultimately liked what TikTok and SoundOn brought to the table. “I'm very into seeing how the industry grows and changes. I know for so long it's just been ‘label is king.’ But I think Tiktok really changed that. It puts the power back in the artist's hands,” Gold said. “I was so happy to hear that they really do seem artists first. Their deals are very artist friendly—I get to own my masters. And they've been super nice about connecting me with producers and helping. They want people to make art on their platform. They want to help people grow on their platform, and they understand that in many ways, they can be a big launching pad for people.”
Since signing to SoundOn, Gold has been busy in the studio working on her upcoming EP. She gave fans a little taste of her new sound on July 11th when she debuted the single “Starry Eyes." “I'm really excited. I’ve been developing the sound that feels like the most ‘me’ music I've ever made,” Gold said. “It feels so much more aligned with who I am as a person and as an artist, and so I'm just so excited to be working with them, and I can't wait for people to hear what we're doing.”
