TikTok and UMG Reach New Licensing Deal Benefiting Bob Marley, Buju Banton, Beenie Man, Shaggy, Sean Paul, Shenseea, Masicka, and a Host of Reggae Dancehall Artists. Over 1000 artists, songwriters, and labels see their music reintroduced to TikTok’s vast global audience exceeding one billion users.
Both UMG and TikTok released a statement on the new comprehensive licensing agreement on Thursday (May 2nd).
This comes two months ago UMG pulled all their songs from the video sharing platform over rights issues relating to artificial intelligence among others things.
Leveraging TikTok’s cutting-edge technology and unparalleled marketing capabilities, the agreement promises enhanced compensation for UMG’s songwriters and artists, along with novel avenues for promoting and engaging with their music.
Sir Lucian Grainge, Chairman and CEO of Universal Music Group, articulated the significance of this alliance, emphasizing its focus on music’s intrinsic value, the essence of artistic expression, and the well-being of the creative community. “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,” he said.
Shou Chew, CEO of TikTok, echoed these sentiments, underlining music’s integral role within the TikTok ecosystem and the platform’s commitment to mutual growth and promotion with UMG. “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,” Chew said.
The agreement heralds the return of UMG’s extensive catalog to TikTok, offering users the opportunity to create content featuring music from globally acclaimed artists as well as emerging talents.
Moreover, the partnership extends beyond music licensing, with both entities committed to exploring new monetization avenues through TikTok’s expanding e-commerce infrastructure. Collaborative campaigns supporting UMG’s artists across diverse genres and global territories are also on the horizon, promising to amplify their reach and impact.
Enhanced features such as “Add to Music App,” advanced data analytics, and integrated ticketing capabilities aim to bolster artists financially while fostering deeper connections with their fan bases.
In addressing the burgeoning realm of AI-generated music, TikTok and UMG pledge to uphold the integrity of human creativity and safeguard the economic interests of artists and songwriters. Efforts to remove unauthorized AI-generated content from the platform underscore their commitment to preserving artistic authenticity and ensuring proper attribution for creators.
Ole Obermann, TikTok’s Global Head of Music Business Development, said the collaborative spirit underpinning the agreement, heralding a new era of musical creativity and fan engagement while championing responsible AI development. “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”.
Music of the artist catalogs of reggae and dancehall music is owned by the three major labels Universal, Sony and Warner Music with Universal having the lion’s share due to acquisitions of Island and Virgin Records. All of Shaggy’s music including his magnum opus album Hot Shots which sold 12 million worldwide is owned by Universal and Bob Marley’s entire catalog released under Island Records os owned by the company.
Among the new artist which their music under Universal Music Group are Buju Banton Shenseea, Masicka, Steflon Don, Jada Kingdom and more.
