EntertainmentUniversal Music Group and TikTok seal landmark deal to elevate artists

Universal Music Group and TikTok seal landmark deal to elevate artists

Universal Music Group (UMG) and TikTok have unveiled a multi-faceted licensing agreement. This agreement is poised to deliver vast benefits to artists, songwriters, and labels under UMG's banner worldwide. It heralds the much-anticipated return of UMG's music to the TikTok community of a billion users.

Universal Music Group and TikTok have come to an agreement.
Universal Music Group and TikTok have come to an agreement.
Images source: © Getty Images

2 May 2024 15:18

The partnership between Universal Music Group, a titan in the music entertainment industry, and TikTok opens a new chapter of strategic collaboration between the entities. Committed to maximizing the creative and commercial reach of UMG artists and songwriters, both organizations will leverage TikTok's premier technologies, marketing prowess, and promotional avenues to offer:

  • Enhanced compensation for UMG creators,
  • Fresh promotional and engagement avenues for their music,
  • Robust protections against AI-generated tracks.

UMG music makes a comeback on TikTok

TikTok enthusiasts can rejoice over the reinstatement of UMG's music catalogues and tracks. Users will once again enjoy crafting videos to the tunes of the globe's most celebrated artists and songwriters, including rising stars in the music scene.

Both parties will create new monetization avenues within this framework, capitalizing on TikTok's burgeoning e-commerce capabilities. Furthermore, they will collaboratively forge campaigns that promote UMG artists across varied music genres and global regions.

Investing abundantly in artist-centric tools, TikTok aims to empower UMG artists to harness the platform's evolving landscape. Innovations like the "Add to Music App," advanced data analytics and seamless ticket sales integration promise financial gains and wider fanbase development for artists.

Safeguarding human creative expression in the AI era

In a joint commitment, TikTok and UMG aim to ensure that AI advancements in music preserve human creativity and direct rightful revenues to artists and songwriters. TikTok pledges to work closely with UMG to eradicate unauthorised AI-generated music from its platform and enhance artist and songwriter attribution mechanisms.

With urgent momentum, UMG and TikTok are aligning efforts to reinstate Universal Music Group's artist and songwriter music to TikTok as swiftly as possible.

This breakthrough deal marks a pivotal moment for UMG and TikTok. It promises to enrich the music industry, ensuring artists and songwriters are justly remunerated in this digital epoch. At the same time, it will offer fans unparalleled access to UMG's extensive music collection on one of the globe's premier social media channels.

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