Universal Music and TikTok are back, Baby!

Universal Music Group have just announced a groundbreaking licensing agreement. It finally brings back a lot of UMG’s music to TikTok that has been dearly missed on the platform for months.

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What’s the Buzz About?

This isn’t just any agreement; it’s a harmonious blend of music and technology aimed at enhancing the creative and commercial journeys of UMG’s artists and songwriters across the globe. The deal  utilises TikTok’s algorithm and its marketing and promotional potential to help UMG’s artists expand their reach and engagement opportunities.

A Win for Artists and Fans

Sir Lucian Grainge, the visionary Chairman and CEO of UMG, emphasised the focus on “the value of music and the primacy of human artistry.” This partnership promotes and supports the label’s artists, ensuring that the tunes we treasure not only reach our ears but also help the artists thrive. There’s talk about having direct access to enhanced music apps, data analytics, and even integrated ticketing capabilities—all through TikTok!

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Deepening Connections

TikTok’s CEO, Shou Chew, echoed this sentiment, noting the integral role music plays within the TikTok platform. The collaboration is dedicated to driving discovery and promoting a deeper connection between UMG’s artists and the TikTok community. So, whether you’re into chart-toppers or the hidden gems of emerging artists, there’s something in store for everyone.

Innovative Tools and Safe Spaces

What’s more exciting? TikTok will continue to invest in building artist-centric tools that promise not only financial benefits but also help in reaching global fanbases. These tools include options like “Add to Music App” and are designed to protect online safety while boosting fan engagement.

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AI and Creativity

Both giants are set to ensure that AI developments in the music industry will not only respect but also protect human artistry. Efforts to remove unauthorised AI-generated music and improve artist attribution on TikTok are also part of the new agreement.

Looking Forward

As TikTok and UMG get ready for the reintroduction of UMG’s extensive music catalogue to the platform, we can’t help but be excited about the possibilities this partnership holds. From creating viral videos with top tracks to discovering new musical talents, the TikTok x UMG collaboration is set to redefine the way we experience music (once again).