Universal Music and TikTok work something out after all
Artists like Drake, Billie Eilish, Adele, and Ariana Grande will have their music returned to the video app
Rejoice, for our long national nightmare is finally over—Universal Music Group and TikTok have finally come to an agreement. You may remember UMG pulled all its artists from the app, citing issues with “appropriate compensation for our artists and songwriters, protecting human artists from the harmful effects of AI, and online safety for TikTok’s users.” Or you may not remember it, since Taylor Swift got to put her songs back on the app, and because users can basically upload whatever tracks they want without permission from UMG. You may not even really have noticed there was anything missing.
Nevertheless, UMG appears to have gotten some concessions, so their little strike must have meant something after all. Per a press release, the two companies “will work together to realize new monetization opportunities utilizing TikTok’s growing e-commerce capabilities and will work together on campaigns supporting UMG’s artists across genres and territories globally.” Among the changes include “enhanced data and analytics” and “integrated ticketing capabilities.” The companies will also “work together to ensure AI development across the music industry will protect human artistry and the economics that flow to those artists and songwriters.”
In a statement, UMG Chairman and CEO Lucian Grainge said, “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. We look forward to collaborating with the team at TikTok to further the interests of our artists and songwriters and drive innovation in fan engagement while advancing social music monetization.” TikTok CEO Shou Chew added, “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.”
TikTok has become hugely important to music promotion and proliferation, so UMG artists are surely breathing a sigh of relief that the matter has been resolved. However, it may turn out to be a stay of execution, seeing as how Congress has voted to ban TikTok in the U.S. because of its ties to China. TikTok’s parent company ByteDance has a few months to sell the company to circumvent the ban, but if it doesn’t sell, the TikTok fad will be done-zo. Of course, for an app that typically highlights only one bite-size chunk of a song to no longer have a stranglehold on the music industry could be a good thing, but for now, UMG is firmly back in the TikTok game.