Universal Music Group and TikTok Announce Renewed Collaboration

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Octiive Support
May 2, 2024

In a groundbreaking move, Universal Music Group (UMG) and TikTok have announced a multi-dimensional licensing agreement that marks the end of a long-standing dispute and paves the way for exciting new opportunities in the music industry.

The deal, as revealed in a joint press release on May 2, promises significant benefits for UMG’s vast array of artists, songwriters, and labels, while also revitalizing the musical landscape for TikTok's billion-plus global community.

The partnership, hailed as a new chapter in their relationship, underscores the shared commitment to the value of music, the importance of human artistry, and the well-being of the creative community. Sir Lucian Grainge, Chairman and CEO of UMG, expressed enthusiasm for the collaboration, emphasizing its focus on driving innovation in fan engagement and advancing social music monetization.

Shou Chew, CEO of TikTok, echoed this sentiment, highlighting the integral role of music within the TikTok ecosystem and affirming the platform's dedication to promoting discovery, value, and promotion for UMG's artists and songwriters.

The agreement comes after a period of negotiation and disagreement, during which UMG announced the impending expiration of its agreement with TikTok. Issues such as appropriate compensation for artists and songwriters, protection against the negative impacts of AI, and online safety were central to the discussions.

Now, with the new deal in place, both parties are committed to addressing these concerns while exploring innovative monetization opportunities through TikTok's e-commerce capabilities. Additionally, TikTok pledges to invest in artist-centric tools and collaborate with UMG to enhance online safety protections and ensure responsible AI development across the music industry.

Ole Obermann, TikTok's Global Head of Music Business Development, expressed delight at welcoming UMG back to the platform, emphasizing the importance of forging deeper connections between artists, creators, and fans. Michael Nash, Chief Digital Officer and EVP of UMG, emphasized the transformative potential of the partnership in fostering an environment where artists and songwriters can thrive.

The renewed collaboration between UMG and TikTok represents a significant step forward in the music industry, one that promises to deliver improved remuneration for artists, new promotional opportunities, and industry-leading protections. As both parties continue to innovate and adapt to the evolving landscape of social media and music consumption, the future of music on TikTok looks brighter than ever.