Universal Music Group (UMG) and TikTok have struck a new licensing agreement, marking a fresh chapter of strategic collaboration. This multi-faceted partnership aims to provide substantial benefits to UMG’s global network of artists, songwriters, and labels, while also ensuring their music is accessible to TikTok’s vast user base.
The agreement follows a three-month public dispute that led UMG and UMPG to pull their music from TikTok. With the new deal in place, UMG's recorded music and publishing catalogs will return to the platform, allowing fans to create content using tracks from these songs. Taylor Swift's music had already been reinstated on TikTok prior to this announcement.
Music from UMG and UMPG is set to be back on TikTok within one to two weeks. The partnership will focus on several key aspects, including improved remuneration for UMG’s artists and songwriters, enhanced promotional opportunities, and new safeguards related to generative AI.
Sir Lucian Grainge, chairman and CEO of UMG, highlighted the deal's focus on the value of music and the creative community's welfare. He expressed anticipation for the collaborative effort with TikTok to advance artist and songwriter interests and drive innovation in fan engagement.
Shou Chew, CEO of TikTok, echoed Grainge’s sentiments, emphasizing music’s crucial role in the TikTok ecosystem and the commitment to driving value, discovery, and promotion for UMG’s artists and songwriters.
The agreement also lays the groundwork for monetization opportunities utilizing TikTok's growing e-commerce capabilities and campaigns supporting UMG’s artists worldwide. TikTok will continue to develop artist-centric tools, including "Add to Music App," enhanced data and analytics, and integrated ticketing features.
Additionally, TikTok and UMG will collaborate to ensure that AI development across the music industry protects human artistry and proper attribution to artists and songwriters. TikTok has committed to removing unauthorized AI-generated music from its platform.
Ole Obermann, TikTok's global head of music business development, expressed enthusiasm for the renewed relationship with UMG and UMPG, looking forward to deepening connections between artists, creators, and fans while ensuring responsible AI tool development.
Michael Nash, UMG's chief digital officer and EVP, emphasized the importance of forming transformational partnerships with innovators like TikTok. He anticipates significant advancements in commercial and marketing opportunities, as well as protections for UMG's roster on the platform.
With this renewed collaboration, UMG and TikTok aim to pave the way for a vibrant future that supports artists, songwriters, and creators while promoting the ongoing growth of the music industry.
