TikTok has begun removing tracks delivered to it by Universal Music, following the collapse of licensing negotiations. Universal-signed Noah Kahan has already told his fans that this is impacting on him as a primarily TikTok-focussed artist, while the dispute will have even wider implications if TikTok also begins removing songs controlled by Universal’s publishing division. Because if it does, this will affect tracks recorded by non-Universal acts where Universal Music Publishing controls the song.
"My songs aren't going to be on [here] any more", Kahan observed in a video post on TikTok. "I won't be able to promote my music on TikTok anymore, but luckily I'm not a TikTok artist, right?" he added sarcastically. Currently promoting an upcoming new version of his album 'Stick Season' and accompanying new single 'Forever', he told fans, "You are going to have to pre-save 'Forever' now if you want to listen to it".
After Universal announced yesterday that its existing TikTok deal was expiring and negotiations around a new deal had stalled, the social media firm issued its own statement. It was a lot shorter than that put out by the music company, but it was similarly outspoken.
"It is sad and disappointing that Universal Music Group has put their own greed above the interests of their artists and songwriters", it declared. "Despite Universal's false narrative and rhetoric, the fact is they have chosen to walk away from the powerful support of a platform with well over a billion users that serves as a free promotional and discovery vehicle for their talent".
Universal’s ‘narrative’ is that it is standing up for its artists and songwriters by refusing to be “bullied” into accepting "a fraction of the rate” paid by TikTok’s rivals. It also stressed that TikTok has failed to deal with its concerns around AI and online safety.
While Universal is ultimately driven by the need to secure deals that are in the best interest of its shareholders, many artists and songwriters also feel that platforms like TikTok have repeatedly underpaid for music, and would therefore support Universal’s fight for a better deal.
Nevertheless, TikTok is also keen to stress that it still has deals with the rest of the music industry, which likewise wants a good rate, and is also concerned about AI and online safety. "TikTok has been able to reach 'artist-first' agreements with every other label and publisher", its statement continued. "Clearly, Universal's self-serving actions are not in the best interests of artists, songwriters and fans".
TikTok's now expired licence from Universal covers songs as well as recordings, or at least those songs published by Universal Music Publishing which are directly licensed by the major (some repertoire is licensed by the collecting societies).
It's initially recordings that will disappear from TikTok's General Music Library. Audio in existing videos that contain those tracks will be muted.
If the stand off between TikTok and Universal Music continues, the social media firm will need to start dealing with the songs too. That will mean removing recordings from other labels that include songs that are published and licensed by Universal Music Publishing, even where the major only controls a minority stake in the copyright.
That could have a big impact on both TikTok and other labels. It also poses some data challenges, in that digital platforms often don't know what specific songs are contained in the recordings delivered to them by record labels and music distributors.