TikTok extends deal with UMG for better music experience on app

Anne Freer | February 10, 2021

App Business

TikTok has extended its agreement with Universal Music Group (UMG) to roll out a new experience for its users that aims to compensate artists and songwriters more fairly.

The aim of the collaboration is to reach music fans on the popular short-form video app while ensuring that music is fairly licensed and artists are compensated.

“We are excited to enter this new era with UMG and UMPG to continue supporting artists and songwriters, by working together to help reach music fans on TikTok,” said Ole Obermann, Global Head of Music at TikTok.

“Our platform has been a driver in creating chart hits and licensing the world’s biggest catalogue of tracks will continue to inspire our community. In turn, we are proud to partner with UMG and UMPG to be a source to help new talent emerge and to re-introduce legacy acts to a new audience.”

Together, they will develop experiences to connect music artists to their fans.

The deal is likely to cover recorded music from UMG music artists and songwriters. This could also give artists access to the extensive catalogue of UMG artists.

“UMG and TikTok will now work more closely than ever to promote ambitious experimentation, innovation and collaboration — with the shared objective of developing new music experiences and features,” added Michael Nash, EVP of Digital Strategy at UMG.

“Driving new and deeper connections with fans, this agreement delivers equitable compensation to our recording artists and songwriters, as well as a commitment to develop industry-leading tools, A&R insights and models necessary to advance their careers.”

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