It has emerged has TikTok has struck and deal with Universal Music to gain access to its full catalog of artists. As reported by The Verge, this represents an “expanded global alliance” between the two companies.
TikTok probably had its most successful year in 2020 despite facing bans from the US and controversy around the world. This mainstream exposure arguably played into TikTok’s hands with more eyes on the project.
As a result, the company has begun expanding into more areas as it tries to grow the business. One of its most recent moves has been to bring the app to Android TV across certain regions as part of a limited test.
However, this expansion has forced the company to take more actions against unverified content. The app now has new prompts which help curb the spread of misinformation thanks to partnerships with the likes of PolitiFact and Lead Stories.
This deal with Universal Music clearly shows the ambition and direction TikTok wishes to go in. With such strikingly large deal with the music label it shows how big TikTok has got and the partnerships it can now command.
TikTok announces new deal with Universal Music
The agreement between the two companies pledges the full catalog of artists to TikTok’s users base. The deal also promises some potentially exciting new features.
The press release stated that “TikTok users will now be able to incorporate clips from UMG’s full catalog of music, spanning the company’s iconic labels, songwriters and global territories”.
This deal seems to be a very smart one with mutual benefits clear. TikTok gets access to all of UMG’s artists giving its user base more features to play with thus improving the app experience.
Conversely in using this catalog UMG and the artists themselves get paid making it a win-win situation. This move shows the impact TikTok is now having on the music industry.
The app makes such an impact on new songs and making them blow up online. As a result, the music industry can no longer ignore the impact it has had and thus this partnership makes a lot of sense.
TikTok had already agreed on partnerships with Sony Music, Merlin and Warner Music Group. This means the company now has deals which represent pretty much all of the popular music industry.
As a result, it is safe to say that TikTok continues to go from strength to strength as a brand. With many other platforms copying its features, it is hard to see this momentum slowing down any time soon.