Universal Music Group (UMG) and TikTok have announced a new licensing agreement, re-allowing the platform to use UMG’s music catalog.
UMG noted that this agreement is ‘multi-dimensional’, and will deliver significant industry-leading benefits for their artists, songwriters, and labels.
The collaboration between the organizations is built on sharing the commitment in helping artists reach their creative and commercial potential. The companies have also agreed on delivering improved remuneration for the songwriters and artists under UMG.
‘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’, said Sir Lucian Grainge, Chairman and CEO, Universal Music Group.
TikTok is a high-performing marketing, promotional, and engagement tool in the digital age. However, UMG has hashed out certain areas to improve this while protecting the artists with respect to generative AI.
‘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’, said Shou Chew, CEO of TikTok.
TikTok creators and consumers can now look forward to the return of artists under UMG like Kendrick Lamar, Drake, and more.
Both organizations will work together to develop new monetization methods with Tiktok’s growing e-commerce capabilities along with campaigns supporting artists.
TikTok is currently investing resources into building artist-centric tools to help artists grow on their platform. These include tools like their ‘Add to Music App’, enhanced data and analytics, and integrated ticketing capabilities.
In addition, UMG and TikTok are supporting AI development across the music industry, but with respect towards protecting human artistry. Consequently, the moderation of unauthorized AI-generated music in the platform is also in the works.
This is due to how AI could affect artist welfare. To remedy this, both companies have agreed upon improving resources to remedy artist and songwriter attribution.
UMG and TikTok are now working towards restoring the former’s library into the platform.
