LOS
ANGELES, May 2, 2024 /PRNewswire/ -- Universal
Music Group, the world-leader in music-based entertainment and
TikTok today announce a new multi-dimensional licensing agreement
that will deliver significant industry-leading benefits for UMG's
global family of artists, songwriters and labels and will return
their music to TikTok's billion-plus global community.
Universal Music Group and TikTok Announce
New Licensing Agreement
The joint agreement marks a new era of strategic collaboration
between the two organizations, built on a shared commitment to help
UMG's artists and songwriters achieve their creative and commercial
potential. By harnessing TikTok's best-in-class technology,
marketing and promotional capabilities, UMG and TikTok will deliver
improved remuneration for UMG's songwriters and artists, new
promotional and engagement opportunities for their recordings and
songs and industry-leading protections with respect to generative
AI.
Sir Lucian Grainge, Chairman
and CEO, Universal Music Group, said: "This new chapter
in our relationship with TikTok focuses on the value of music, the
primacy of human artistry and the welfare of the creative
community. We look forward to collaborating with the team at TikTok
to further the interests of our artists and songwriters and drive
innovation in fan engagement while advancing social music
monetization."
Shou Chew, CEO of TikTok,
said: "Music is an integral part of the TikTok
ecosystem and we are pleased to have found a path forward with
Universal Music Group. 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."
Fans on TikTok can look forward to the return of UMG's recorded
music and publishing catalogs and once again enjoy creating videos
using music from some of the world's biggest artists and
songwriters as well as exciting emerging talent.
As part of the agreement, both organizations will work together
to realize new monetization opportunities utilizing TikTok's
growing e-commerce capabilities and will work together on campaigns
supporting UMG's artists across genres and territories
globally.
TikTok will continue to invest significant resources into
building artist-centric tools that will help UMG artists realize
their potential on the growing platform. Tools including "Add to
Music App", enhanced data and analytics, and integrated ticketing
capabilities will benefit artists, both financially and in building
their global fanbases using TikTok's scale and engaged community,
while strengthening online safety protections for artists and their
fans.
In addition, TikTok and UMG will work together to ensure AI
development across the music industry will protect human artistry
and the economics that flow to those artists and songwriters.
TikTok is also committed to working with UMG to remove unauthorized
AI-generated music from the platform, as well as tools to improve
artist and songwriter attribution.
Ole Obermann, TikTok's Global
Head of Music Business Development, said: "We are delighted
to welcome UMG and UMPG back to TikTok. We look forward to working
together to forge a path that creates deeper connections between
artists, creators, and fans. In particular, we will work together
to make sure that AI tools are developed responsibly to enable a
new era of musical creativity and fan engagement while protecting
human creativity".
Michael Nash, Chief Digital
Officer and EVP, Universal Music Group
said: "Developing transformational partnerships with
important innovators is critical to UMG's commitment to promoting
an environment in which artists and songwriters prosper. We're
gratified to renew our relationship with TikTok predicated on
significant advancements in commercial and marketing opportunities
as well as protections provided to our industry-leading roster on
their platform. With the constantly evolving ways that social
interaction, fan engagement, music discovery and artistic ingenuity
converge on TikTok, we see great potential in our collaboration
going forward."
UMG and TikTok are now working expeditiously to return music by
artists represented by Universal Music Group and songwriters
represented by Universal Music Publishing Group to TikTok in due
course.
About Universal Music Group
At Universal Music Group,
we exist to shape culture through the power of artistry. UMG is the
world leader in music-based entertainment, with a broad array of
businesses engaged in recorded music, music publishing,
merchandising and audiovisual content. Featuring the most
comprehensive catalogue of recordings and songs across every
musical genre, UMG identifies and develops artists and produces and
distributes the most critically acclaimed and commercially
successful music in the world. Committed to artistry, innovation
and entrepreneurship, UMG fosters the development of services,
platforms and business models in order to broaden artistic and
commercial opportunities for our artists and create new experiences
for fans. For more information on Universal Music Group visit
www.universalmusic.com.
About TikTok
TikTok is the leading destination for short-form mobile video.
Our mission is to inspire creativity and bring joy. TikTok has
global offices including Los
Angeles, Silicon Valley, New
York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul, and Tokyo.
www.tiktok.com
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SOURCE Universal Music Group