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TikTok has been in hot water this year. From Universal Music and TikTok’s tensions to President Biden’s signing of the TikTok ban bill, there has been no end in sight. However, after a long and strenuous few months, UMG and TikTok’s licensing agreement has finally been announced!
Universal Music and TikTok Timeline
In late January, reports of TikTok removing UMG-owned songs set the platform ablaze. TikTok songwriters, producers, choreographers, and influencers had their TikToks muted for seemingly no reason, however, TikTok updated the community with heavy hearts.
This dispute forced TikTok creators to adapt. Many creators decided to experiment with indie music and different platforms to maintain a stable income.
Taylor Swift x TikTok Collaboration
When Taylor Swift released her new studio album, The Tortured Poets Department, her music reappeared on TikTok. Additionally, the UMG artist collaborated with TikTok to create a “first-of-its-kind” TikTok marketing campaign, catering to Swiftie fans and those who love participating in challenges.
Swift and TikTok’s partnership made antsy influencers eager for the Universal Music and TikTok dispute to end. TikTok influencers openly envied Taylor Swift, a UMG artist, who bypassed the Universal Music and TikTok dispute. These creators couldn’t receive TikTok promotions and marketing like other artists who blew up from viral TikTok trends like Doja Cat and Lil Nas X.
Universal Music and TikTok Announce a New Agreement
After months of uncertainty, on May 1st, UMG broke the silence, announcing a new multi-dimensional agreement for all UMG artists, songwriters, and producers.
Both parties claimed their commitment to delivering “improved remuneration for songwriters and artists, new promotional and engagement opportunities for their recordings and songs, and industry-leading protections [for AI].”
TikTok’s Global Head of Music, Ole Obermann, said he’s pleased to welcome back UMG and UMPG creators to the platform. Within the announcement, Obermann assured that both parties will continue to “work together to make sure that AI tools are developed responsibly.”
Community Responses
After finally reaching an agreement, the TikTok community – to no surprise – expressed overwhelming joy. Muted videos from the unwavering dispute were finally being unmuted, and music influencers can rest easy with an otherwise optimistic outlook on their content creation.
Pearlmania500, also called “the ranting comedian,” went to TikTok to preach the good news. Alex said that his edits will return to TikTok, with many comments celebrating the return of “Pedro Pascal” and “Josh Hutcherson” edits.
@pearlmania500 The sounds and music is coming back as an agreement with UMG has finally been reached! #music #taylorswift #swifties #ladygaga #bts #billieeilish #sounds #pearlmania500 #news EVERYONE IS COMING BACK.
Other creators like Chattalott uploaded comedy clips to project their thoughts. However, creators like Chattalott reported that TikTok has still not unmuted their videos, even after the new agreement announcement. It’s unclear what TikTok’s next steps are for UMG-muted videos or if creators will have to repost these clips. Nevertheless, UMG music is back and it is here to stay!
@chattalott i get it patience is a virtue but i am a sinner first and foremost
TikTok’s Uncertain Future Remains
TikTok’s licensing agreement enables a bright future remains for international creators – however, for American creators, the outlook remains uncertain. Currently, TikTok is facing another legal case to resolve disputes between President Biden and ByteDance. Unfortunately, the case has halted to a stalemate. Time will only tell if TikTok creators will need to adapt to the everchanging creator economy landscape again.
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