After a deal with Universal Music Group, Ariana Grande, Adele, and Rihanna will be making a return to TikTok alongside Taylor Swift. This agreement will allow TikTok’s 1 billion-plus users to use music from UMG artists in their videos within the next one to two weeks. Previously muted videos featuring Universal artists’ music due to copyright violations will be unmuted as a result of this licensing agreement. Michael Nash, chief digital officer at UMG, stated that the new relationship was based on advancements in commercial and marketing opportunities for their artists on the platform.
The financial details of the deal between UMG and TikTok were not disclosed, but it is expected to provide improved remuneration for UMG’s songwriters and artists. This will be achieved through integrated ticketing capabilities, TikTok’s growing e-commerce capabilities, and a tool that enables users to add music from TikTok videos to their preferred music apps. TikTok CEO Shou Chew expressed satisfaction in finding a way forward with Universal Music Group. UBS analysts predict that the new deal could double Universal’s revenue from TikTok to €200 million, which would account for 2% of the company’s total revenue.
Universal Music Group had previously removed its music from TikTok in February over a disagreement regarding royalty fees for its artists. Artists such as Lady Gaga, Coldplay, and Justin Bieber were affected by this dispute. Universal accused TikTok of attempting to create a music-based business without paying fair value for the music, and also raised concerns about the platform’s use of AI-generated recordings, which they believed would negatively impact royalty payments. The new deal includes a commitment to work together to protect human artistry and ensure that AI development across the music industry benefits artists and songwriters.
TikTok and UMG have agreed to collaborate on removing unauthorized AI-generated music from the platform and implementing tools to improve artist and songwriter attribution. By working together, they aim to address the concerns raised by Universal Music Group regarding the use of AI in music. Taylor Swift’s music recently reappeared on TikTok ahead of the release of her album “The Tortured Poets Department,” signaling a positive step in the ongoing partnership between the two companies. Although the specific terms of Swift’s return to TikTok were not disclosed, this move showcases a promising future for UMG artists on the platform.
