UMG to Return Top Artists to TikTok in New Deal

Universal Music Group (UMG) has sealed an agreement with TikTok, marking the return of its star-studded lineup of artists, including Taylor Swift, Drake, and Olivia Rodrigo, to the social media platform's expansive community of over one billion users.

The move comes after UMG commenced the withdrawal of its music catalogue from TikTok on February 1st following the expiration of the previous contract.

This was disclosed at a press release on Wednesday, where TikTok and UMG seek to ensure responsible AI development within the music industry, safeguarding human artistry and the economic interests of artists and songwriters.

The deal is designed to address concerns raised by UMG and its artists regarding generative AI. TikTok pledges to collaborate with UMG in eliminating unauthorized AI-generated music from the platform while enhancing artist and songwriter attribution mechanisms.

Ole Obermann, TikTok's Global Head of Music Business Development, expressed enthusiasm about the reunion, stating, "We are delighted to welcome UMG and UMPG back to TikTok." Obermann highlighted the joint commitment to developing AI tools responsibly, fostering a new era of musical creativity and fan engagement, all while preserving human creativity.

In addition to addressing AI-related concerns, the agreement opens doors to "new monetization opportunities" stemming from TikTok's expanding e-commerce capabilities. Furthermore, TikTok pledges to continue enhancing tools aimed at empowering artists, including analytics and integrated ticketing solutions.

Both companies emphasize their dedication to swiftly restoring UMG artists to the platform, signalling a concerted effort to resume normal operations and capitalize on the potential synergies between UMG's acclaimed artists and TikTok's vast user base.