TikTok has reached a licensing deal with Universal Music Group, ending a monthslong dry spell where music from Billie Eilish, Taylor Swift, Ariana Grande and other stars were missing from the platform.
The pact will let TikTok users interact with music and video from UMG’s catalog of thousands of artists. According to TikTok, the deal will go into effect sometime this month.
TikTok is relieved that music from some of the world’s most popular performers will return to the platform.
“Music is an integral part of the TikTok ecosystem, and we are pleased to have found a path forward with Universal Music Group,” TikTok CEO Shou Chew said. “We are committed to working together to drive value, discovery and promotion for all of UMG’s amazing artists and songwriters and deepen their ability to grow, connect and engage with the TikTok community.”
The exact financial details of the agreement have not been made public.
TikTok has proved to be the most important tool for music promotion, with some of the top songs in the country first going viral on the platform. UMG is aware of TikTok’s influence in the industry and even let one of its most famous singers, Ms. Swift, promote her new album on the app while keeping the rest of its artists off.
The agreement could help bolster TikTok’s profile as some in Congress call to ban the platform.
UMG pulled its entire catalog from TikTok in late January after licensing negotiations broke down.
• Vaughn Cockayne can be reached at vcockayne@washingtontimes.com.
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