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Business News Deals Digital Labels & Publishers
Universal announces new TikTok deal
By Chris Cooke | Published on Tuesday 9 February 2021
Conveniently timed to coincide with its big bust up with Triller, Universal Music has announced a new long-term licensing deal with TikTok, covering all its recordings and some of its song catalogues too. And, in case you wondered, it’s a deal that both “delivers equitable compensation for recording artists and songwriters” and “significantly expands and enhances the companies’ existing relationship”. Fuck yeah!
But how does it expand and enhance that relationship? Good question, my friend. Though think about it for a second. It’s obvious really. Yeah, of course! You knew it. Everyone knew it. By “promoting the development of new innovative experiences and the ability to forge deeper bonds between fans and the artists and music they love”. See, obvious. In fact, I take it back. It was a stupid question. Stop asking stupid questions.
But what does this mean for TikTok users? Good question, my friend. Though think about it for a second. It’s obvious really. Yeah, of course! You knew it. Everyone knew it. They’ll be “more empowered than ever to express themselves through music, soundtrack their video creations with songs about which they are passionate, and build communities around artists and music-centred culture”. See, obvious. In fact, I take it back. It was a stupid question. Stop asking fucking stupid questions.
But have the two companies pledged to do anything else together? Good question, my friend. Though think about it for a second. It’s obvious really. Yeah, of course! You knew it. Everyone knew it. The two companies have “additionally pledged to experiment with exciting new features”. See, obvious. In fact, I take it back. It was a stupid question. Stop asking mother-fucking stupid questions.
Anyway, this all got unnecessarily sweary didn’t it? I apologise profusely. And to make up for it, as a very special treat, here are some words of wisdom about this new deal from the fuckers at TikTok and the Universal Music Group.
“We are excited to enter this new era with UMG to continue supporting artists and songwriters, by working together to help reach music fans on TikTok”, says the video-sharing app’s music chief Ole Obermann. “Our platform has been a driver in creating chart hits and licensing the world’s biggest catalogue of tracks will continue to inspire our community. In turn, we are proud to partner with UMG to be a source to help new talent emerge and to re-introduce legacy acts to a new audience”.
“UMG and TikTok will now work more closely than ever to promote ambitious experimentation, innovation and collaboration – with the shared objective of developing new music experiences and features”, adds Universal’s digital strategy dude Michael Nash. “Driving new and deeper connections with fans, this agreement delivers equitable compensation to our recording artists and songwriters, as well as a commitment to develop industry-leading tools, A&R insights and models necessary to advance their careers”.
Lovely stuff. I’m probably meant to mention here that the majors already had short-term deals with TikTok but have been negotiating longer term partnerships, with Sony announcing its new deal last November. But I mean, everyone stops reading when we get to the official quotes, so what’s the point?
