UMG and TikTok make deal and some fan-favorite songs will return to the app. Here's when
Universal Music Group ended its licensing agreement with TikTok in January, which resulted in the label group pulling some four million songs off the social media giant. Now, the two have come to an agreement that is set reinstate all of UMG's music in the coming weeks, according to a release.
The removal of UMG's music meant millions of TikTok users weren't able to hear Lana Del Ray, Post Malone, Bon Jovi, Luke Bryan, Eric Church and hundreds of other artists on labels under the Universal umbrella.
While the release stated the joint agreement "marks a new era of strategic collaboration between the two organizations," it did not elaborate the terms of the deal. The decision by UMG to pull its music off of the platform stemmed from compensation for artists and songwriters, which according to the label giant, was drastically below industry standards.
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Lucian Grainge, Chairman and CEO, Universal Music Group, said in the release that the new chapter in the 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,” Grainge added.
Shou Chew, CEO of TikTok said in the release that music is an integral part of the TikTok ecosystem.
"We are pleased to have found a path forward with Universal Music Group," Chew said. "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."
When will Universal's music be back on TikTok?
As part of the agreement, both organizations say they will work together to realize new monetization opportunities using TikTok's e-commerce capabilities and on campaigns supporting UMG’s artists across genres and territories globally.
TikTok executives say the social media platform will continue to invest "significant resources" into building artist-centric tools that will help UMG artists realize their potential on the growing platform.
In addition, TikTok and UMG say they 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 including tools to improve artist and songwriter attribution.
“Developing transformational partnerships with important innovators is critical to UMG’s commitment to promoting an environment in which artists and songwriters prosper," Michael Nash, chief digital officer and EVP for Universal Music Group said in the release. "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's music is expected to be back on TikTok within one to two weeks, according to TikTok and all videos that have been muted will be unmuted.
Melonee Hurt covers music and music business at The Tennessean, part of the USA TODAY NETWORK — Tennessee. Reach Melonee at mhurt@tennessean.com, on X @HurtMelonee or Instagram at @MelHurtWrites.
This article originally appeared on Nashville Tennessean: Luke Bryan, Post Malone and Carrie Underwood's music returns to TikTok
