Today, TikTok and Universal Music Group (UMG) have announced the formation of what they’re calling an “expanded global alliance.” It’s a continuation and deepening of the agreement that allows TikTok’s massive user base to use songs from UMG artists. “The companies have additionally pledged to experiment with exciting new features,” the companies write in a press release. “TikTok users will now be able to incorporate clips from UMG’s full catalog of music, spanning the company’s iconic labels, songwriters and global territories.”
It’s a move that should be beneficial for both companies. On TikTok’s side, its users will have a wider library of songs to add to their videos, and on UMG’s side, its artists will not only get compensation, but also have the chance to be the next viral sensation. It’s not uncommon for a song to blow up in popularity on TikTok, such as Lil Nas X’s Old Town Road or Megan Thee Stallion’s Savage.
TikTok has made similar deals with other companies such as Sony Music, Warner Music Group and Merlin, a network of mostly indie labels. It also added Prince’s entire catalog last year. All of this gives TikTok users a massive library of songs of which to use while also avoiding licensing disputes.
