Universal Music Group has inked a “multi-dimensional” deal with TikTok that will see its roster of artists — which includes Taylor Swift, Drake, and Olivia Rodrigo — return to the social media platform’s one billion-plus users.
UMG began pulling its music from TikTok on February 1st after the old contract expired.
Notably, the deal will address concerns that UMG and its artists have with generative AI.
“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.” The deal also includes “new monetization opportunities” that stem from TikTok’s growing e-commerce capabilities.
TikTok also commits to continue building tools to help artists better leverage the platform in areas like analytics and integrated ticketing.
The companies say they are “working expeditiously” to return artists to the platform.
The “multi-dimensional” agreement between Universal Music Group and TikTok will allow its artists, which include Olivia Rodrigo, Drake, and Taylor Swift, to reach the platform’s one billion+ users again. Following the expiration of the previous contract, UMG started removing its music from TikTok on February 1.
Notably, the agreement will allay worries about generative AI that UMG and its artists have expressed. An announcement press release announcing the deal stated, “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.”. TikTok is also dedicated to collaborating with UMG to improve artist and songwriter attribution tools and to remove illegal AI-generated music from the platform. “.
Ole Obermann, TikTok’s global head of music business development, said, “We are thrilled to welcome UMG and UMPG back to TikTok.”. We’ll collaborate especially to ensure that AI technologies are developed ethically, preserving human creativity while facilitating a new era of musical creativity and fan interaction. “.
As a result of TikTok’s expanding e-commerce capabilities, the deal also includes “new monetization opportunities.”. In terms of analytics and integrated ticketing, TikTok also pledges to keep developing tools to assist artists in making greater use of the platform.
In an effort to get artists back on the platform, the companies claim they are “working expeditiously.”.
