TikTok has signed a deal with the artist’s estate to bring its “full song catalog” to its app where users can use them in their videos.
Despite being one of the biggest music stars of its time, it is not easy to listen to Prince nowadays. That is because the artist was long protective of his work, pulling his music from most streaming services before his death. His estate only started bringing albums back to services like Spotify in 2017.
Today TikTok unveiled a deal that will let the short video app gain access to Prince’s complete discography.
Now if this is great news to you, you are probably not in the core demographic of TikTok users. And that is ok because this could actually be a very smart move on behalf of the short format video platform whose audience tends to be very young. Could Prince be the artist that helps TikTok bring in older users?
Prince’s estate also hopes that the partnership will help introduce his music to a new generation of fans who are perhaps not very familiar with his sound. TikTok has gained a reputation from pushing all genres of songs into popularity.
Note that, like other songs on TikTok, uses will only get access to 15-second snippets which have already been edited, and not the entire songs. Prince’s estate has also launched an official TikTok account, which features music video clips and part of a TV interview.
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