Universal Music Group has signed a “multi-dimensional” deal with TikTok which will see it signed List of artists – which includes Taylor Swift, Drake and Olivia Rodrigo – returns to the social media platform's more than 1 billion users. UMG began pulling its music from TikTok on February 1 after the old contract expired.
Notably, the deal will address concerns that UMG and its artists have regarding generative AI. “TikTok and UMG will work together to ensure that the development of AI across the music industry protects human artistry and the economy that flows to these artists and songwriters,” the statement reads: Press release announcing the deal. “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.”
“We are thrilled to welcome UMG and UMPG back to TikTok,” said Ole Oppermann, Global Head of Music Business Development at TikTok. “In particular, we will work together to ensure that AI tools are developed responsibly to enable a new era of musical creativity and fan engagement while protecting human creativity.”
The deal also includes “new monetization opportunities” stemming from TikTok's growing e-commerce capabilities. TikTok is also committed to continuing to build tools to help artists better leverage the platform in areas like analytics and integrated ticketing.
The companies say they are “working urgently” to bring artists back to the platform.
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