The feud between Universal Music Group (UMG), and TikTok has come to an end with the announcement of a new comprehensive multi-dimensional licensing agreement.
This new deal not only benefits UMG’s extensive family of artists, songwriters, and labels but also marks the return of UMG’s music catalog to TikTok’s massive global community of over a billion users.
This means TikTok users will now see the return of music from global artists including Taylor Swift, Drake, Bad Bunny, SZA, Rihanna, Kendrick Lamar, and Olivia Rodrigo, to name a few.
Earlier this year, UMG’s catalog was taken down from TikTok due to failed licensing negotiations. The disagreements revolved around several issues, including artist and songwriter payment, protecting artists from AI, and online safety concerns.
The new agreement signals a fresh start for both parties, emphasizing a joint commitment to supporting UMG’s artists and songwriters in reaching their creative and commercial heights. By leveraging TikTok’s cutting-edge technology and marketing capabilities, the deal aims to provide better compensation for UMG’s songwriters and artists, alongside new promotional and engagement opportunities for their music. It also ensures leading-edge protections regarding generative AI.
Sir Lucian Grainge, Chairman and CEO of Universal Music Group, expressed enthusiasm about the renewed partnership, highlighting the value of music, artistic talent, and the welfare of the creative community. He emphasized the collaborative efforts with TikTok to enhance social music monetization and drive innovation in fan interaction.
Shou Chew, CEO of TikTok, echoed Grainge’s sentiments, emphasizing music’s vital role in the TikTok ecosystem and the platform’s dedication to supporting UMG’s artists and songwriters. He stressed their focus on delivering value, discovery, and promotion for UMG’s talents, empowering them to connect and engage with TikTok’s community.
As part of the agreement, both parties will explore new monetization opportunities using TikTok’s e-commerce capabilities and collaborate on campaigns supporting UMG’s artists globally. TikTok will also invest in artist-centric tools, such as enhanced data analytics, integrated ticketing capabilities, and improved online safety measures.
Ole Obermann, TikTok’s Global Head of Music Business Development, highlighted the platform’s commitment to building deeper connections between artists, creators, and fans, while ensuring responsible AI development to nurture musical creativity and fan engagement.
Michael Nash, Chief Digital Officer and EVP of Universal Music Group, emphasized the transformative nature of the partnership, focusing on advancements in commercial and marketing opportunities and the protections offered to UMG’s roster on the TikTok platform.
UMG and TikTok are now actively working to reintroduce music by UMG artists and songwriters to the platform.
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