Universal Music Group (UMG), home to artists like Taylor Swift and Drake, has reached a new agreement with TikTok, bringing its music back to the popular social media platform.
The deal, announced on May 1st, 2024, marks an end to the temporary absence of UMG music on TikTok, which began in February 2024 after the expiration of the previous contract.
This “multi-dimensional” agreement highlights a focus on both artist compensation and creative expression. UMG artists and songwriters will benefit from improved payment structures, new promotional opportunities, and industry-leading safeguards related to artificial intelligence (AI) music generation.
“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,” said UMG Chairman and CEO Lucian Grainge.
Both UMG and TikTok seek to collaborate on artist development, fan engagement, and innovative music monetization strategies.
TikTok will continue to invest in artist-centric tools, including features for easier music sharing across platforms, improved data and analytics, and integrated ticketing capabilities. This focus will enable artists to build and connect with their global fanbase on the social platform.
The agreement acknowledges the growing role of AI in music creation. UMG and TikTok will work together to ensure reliable AI development that protects human artistry and ensures proper artist and songwriter attribution.
Fans can expect the full return of UMG’s music library to TikTok, allowing them to once again create videos featuring music from their favourite artists.
This collaboration comes with a focus on supporting artists, facilitating creativity, and promoting innovation and experimentation, helping artists scale higher.
