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Universal Music Group Artists to Return to TikTok After New Licensing Deal

Image credit: Universal Music Group

Universal Music Group and TikTok have signed a new licensing deal that will bring the label’s songs and artists back to the social media platform and give musicians more protection from AI.

The joint agreement marks a new era of strategic collaboration between the two organizations, based on a shared commitment to helping UMG artists and songwriters realize their creative and commercial potential.

By leveraging TikTok’s technology, marketing and promotion capabilities, both companies will deliver improved earnings for UMG songwriters and artists, new promotion and engagement opportunities for their recordings and songs, and industry-leading protections regarding generative AI. .

Sir Lucian Grainge, Chairman and CEO of Universal Music Group, said: “This new chapter in our relationship with TikTok focuses on the value of music, the primacy of human art and the well-being of the creative community. “We look forward to collaborating with the TikTok team to advance the interests of our artists and songwriters and drive innovation in fan engagement as we advance social music monetization.”

Shou Chew, CEO of TikTok, said: “Music is an integral part of the TikTok ecosystem and we are happy to have found a way forward with Universal Music Group. “We are committed to working together to drive value, discovery and advocacy for all of UMG’s incredible artists and songwriters, and deepen their ability to grow, connect and engage with the TikTok community.”

TikTok fans can look forward to the return of UMG’s recorded music and publishing catalogs and once again enjoy creating videos using music from some of the world’s biggest artists and songwriters, as well as emerging talent.

As part of the agreement, they will work together to recognize new monetization opportunities using TikTok’s growing e-commerce capabilities and work together on campaigns that support UMG artists across genres and territories globally.

TikTok will continue to invest significant resources into creating artist-focused tools that will help UMG artists reach their potential on the growing platform.

Tools including ‘Add to Music App’, enhanced data and analytics, and integrated ticketing capabilities will benefit artists, both financially and in building their global fan bases using the scale of social media platforms. and engaged community, while strengthening online safety protections for artists and their fans. .

Both companies will work together to ensure that the development of AI across the music industry protects the human art and economy that flows to those artists and songwriters.

TikTok is also committed to working with UMG to remove unauthorized AI-generated music from the platform, as well as tools to improve artist and songwriter attribution.

Ole Obermann, global head of music business development at TikTok, said: “We are delighted to welcome UMG and UMPG back to TikTok. We look forward to working together to forge a path that creates deeper connections between artists, creators and fans. In particular, we will work together to ensure that artificial intelligence tools are developed responsibly to enable a new era of musical creativity and fan engagement, while protecting human creativity.”

Michael Nash, chief digital officer and executive vice president of Universal Music Group, said: “Developing transformative partnerships with leading innovators is critical to UMG’s commitment to fostering an environment where artists and songwriters thrive. We are pleased to renew our relationship with TikTok based on significant advancements in business and marketing opportunities, as well as the protections provided to our industry-leading roster on its platform. With the ever-evolving ways in which social interaction, fan engagement, musical discovery and artistic ingenuity converge on TikTok, we see great potential in our collaboration in the future.”