TikTok is expanding its existing collaboration with Universal Music Group, bringing future benefits for recording artists and songwriters.
TikTok and Universal Music Group announced a new “expanded global alliance” this week, to promote the development of “new innovative experiences” that benefit UMG labels’ recording artists and Universal Music Publishing Group’s songwriters.
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Among other things, the agreement is meant to help deliver “equitable compensation for recording artists and songwriters,” and promote new product directions that will help them connect more effectively with their audiences on TikTok.
With this agreement, covering recorded music from UMG artists and songwriters with Universal Music Publishing Group (UMPG), users on TikTok will be able users will have more opportunities to express themselves through music, and add soundtracks to their videos – ultimately building communities around the artists themselves and music culture.
Furthermore, it will bring experimentation with new features as well – like being able to incorporate music clips from UMG’s full catalog of music, globally.
“Our platform has been a driver in creating chart hits and licensing the world’s biggest catalog of tracks will continue to inspire our community,” explains Ole Obermann, Global Head of Music for TikTok. “In turn, we are proud to partner with UMG and UMPG to be a source to help new talent emerge and to re-introduce legacy acts to a new audience.”