TikTok and Universal Music Group strike deal to bring back the music
TikTok and Universal Music Group have struck a “new multi-dimensional licensing agreement” that will see music from the label’s vast catalogue return to the video app.
This ends a three-month stand-off, during which the music of many of the world’s largest artists, including Drake, Olivia Rodrigo, and the Weeknd, was unavailable on the platform.
In a joint statement released overnight, UMG and TikTok said they “are now working expeditiously to return music by artists represented by Universal Music Group and songwriters represented by Universal Music Publishing Group to TikTok in due course”.
The deal will “deliver significant industry-leading benefits for UMG’s global family of artists, songwriters and labels”, according to the statement, and “marks a new era of strategic collaboration between the two organisations, built on a shared commitment to help UMG’s artists and songwriters achieve their creative and commercial potential.”
It also addressed the concern of deepfakes, saying “by harnessing TikTok’s best-in-class technology, marketing and promotional capabilities, UMG and TikTok will deliver improved remuneration for UMG’s songwriters and artists, new promotional and engagement opportunities for their recordings and songs and industry-leading protections with respect to generative AI”.
Lucian Grainge, chairman and CEO of UMG said: This new chapter in our relationship with TikTok focuses on the value of music, the primacy of human artistry and the welfare of the creative community.
“We look forward to collaborating with the team at TikTok to further the interests of our artists and songwriters and drive innovation in fan engagement while advancing social music monetisation.”
Shou Chew, CEO of TikTok, said: “Music is an integral part of the TikTok ecosystem and we are pleased to have found a path forward with Universal Music Group.
“We are committed to working together to drive value, discovery and promotion for all of UMG’s amazing artists and songwriters, and deepen their ability to grow, connect and engage with the TikTok community.”
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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