Universal Music Group has finally entered into a new expansive agreement with TikTok, encompassing various dimensions. This collaboration will bring back the esteemed lineup of UMG artists, such as Taylor Swift, Drake, and Olivia Rodrigo, to the platform’s vast community of over one billion users. UMG had ceased its music availability on TikTok since February 1st following the conclusion of its previous contract. The deal includes Universal’s extensive catalogue, including their many sub-labels as well as their distribution arms. A deal was also struck for Universal Music Publishing Group.
The deal will also have both parties assisting with AI music to ensure it doesn’t spread unofficially through the social media. “TikTok and UMG will work together to ensure AI development across the music industry will protect human artistry and the economics that flow to those artists and songwriters,” reads a press release announcing the deal. “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.”
“We are delighted to welcome UMG and UMPG back to TikTok,” said Ole Obermann, TikTok’s Global Head of Music Business Development. “In particular, we will work together to make sure that AI tools are developed responsibly to enable a new era of musical creativity and fan engagement while protecting human creativity.”
Sir Lucian Grainge, Chairman and CEO, Universal Music Group, said: “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.”
