Universal Music Group and TikTok Strike New Global Licensing Deal
Universal Music Group (UMG) and TikTok have announced a new multi-year strategic licensing agreement, following a previous partnership established in 2024.
TikTok’s creators will maintain access to UMG’s recorded music and publishing catalogs.
The platform will utilize its technology and promotional tools to increase interaction between creators and UMG’s artists and songwriters.
The agreement includes expanded marketing and advertising campaigns, as well as access to ecommerce and artist-focused tools, intended to provide more creative and commercial opportunities for UMG artists.
TikTok and UMG will collaborate to support artist development, strengthen connections between artists and their audiences, and explore new opportunities related to music discovery, fan engagement, and digital experiences.
The companies will work together to remove unauthorized AI-generated music from the platform and improve the accuracy of artist and songwriter attribution.
Michael Nash, Executive Vice-President & Chief Digital Officer of Universal Music Group, stated: “We’re proud of the pioneering work we’ve done with TikTok to create wide-ranging benefits for our artists and songwriters. With this new agreement, we look forward to driving innovative new fan experiences, while further improving social media monetization, and protecting and amplifying human artistry.”
Tracy Gardner, Global Head of Music Business Development at TikTok, said: “We’re excited to take our partnership with UMG to the next level, and build on the strong foundation we’ve already created together for artists, songwriters and fans. TikTok is a unique platform where music discovery, culture and fandom intersect, and this agreement will help create even more opportunities for artists and songwriters to engage audiences, grow their communities and achieve career success on a global scale.”
This deal follows a period of negotiation and reflects the emerging trends in music and the evolving relationship between music labels and social media platforms.
