TikTok logo and UMG logo

Universal Set To Return Artists’ Music To TikTok

TikTok and Universal Music Group (UMG) have struck a deal, bringing back UMG artists’ music to TikTok. This deal comes after a period of hiatus, during which UMG withdrew its music from the platform.

The Background:

TikTok and Universal Music Group have finally reached an agreement since UMG removed its music from the platform in February. This move left a noticeable absence of tracks from popular artists like Taylor Swift, Drake, and Olivia Rodrigo on the platform.

Taylor Swift

[Image Creds: Forbes]

The New Deal:

Now, TikTok and UMG have a new deal in place. This comprehensive agreement ensures that TikTok’s one billion users can once again enjoy UMG’s extensive music catalog. It’s a win-win for both parties, as it reinstates the music while addressing concerns raised during negotiations.

Addressing Concerns:

One of the primary concerns prompting UMG’s withdrawal was the use of generative AI on the platform. However, the new deal includes provisions to address this issue. TikTok and UMG have committed to collaborating on AI development to safeguard human artistry and ensure fair compensation for artists and songwriters.

Reinstating the Music:

UMG artist Taylor Swift’s return to TikTok last month marked the beginning of this renewed partnership. Fans can now anticipate the revival of music from other UMG artists, including the likes of Noah Kahan who had previously leveraged TikTok to significantly boost his career.

Noah Kahan

[Image Creds: uDiscover Music]

Industry-Leading Collaboration:

Both parties express enthusiasm for the strategic collaboration, emphasizing their shared commitment to supporting artists and driving innovation in fan engagement. Sir Lucian Grainge, Chairman and CEO of UMG, underscores the focus on human artistry and the welfare of the creative community, while Shou Chew, CEO of TikTok, emphasises the platform’s dedication to promoting UMG’s artists and songwriters.

Looking Ahead:

As part of the agreement, TikTok and UMG will explore new monetisation opportunities and collaborate on campaigns to support UMG artists globally. Additionally, TikTok will continue investing in artist-centric tools and enhancing online safety protections for artists and fans.

Conclusion:

The reunion between TikTok and UMG marks a significant milestone in the intersection of music, technology, and social media. With a renewed commitment to artists’ welfare and creative integrity, this partnership sets a promising course for the future of music on digital platforms. 

[Featured Image Credit: MixMag]

 

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