UMG artists return to TikTok with new deal that includes AI protection
Ariana Grande, Drake and Billie Eilish to be ‘unmuted’ on videos | UMG and TikTok to collaborate on tackling unauthorised AI-generated content.
Universal Music Group (UMG) and TikTokhave ended their feud over fair pay with a new licensing agreement announced this week (May 1), which includes measures to tackle unauthorised AI-generated music on the social platform.
The social media platform lost access to UMG’s library—which includes the music of Taylor Swift, Ariana Grande, Drake and Billie Eilish—at the end of January this year, after Universal announced the breakdown in negotiations over its contract with the app in a scathing open letter.
This resulted in the audio on some TikTok videos featuring UMG artists to be muted, which will be restored “in due course” following Wednesday’s agreement.
The music of one of UMG’s biggest stars, Swift, returned to TikTok in February as she holds the copyright to her songs and can control where they are made available.
Protecting ‘human artistry’
In a statement, UMG said it would be working with TikTok to remove unauthorised AI-generated music from the platform, as well as improving artist and songwriter attribution.
“TikTok and UMG 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,” the world’s largest music company said.
The deal would deliver “improved remuneration” for UMG’s artists, and new promotional and engagement opportunities, Universal continued.
TikTok said it would continue to invest in “artist-centric tools” that would benefit UBM’s artists, such as its ‘Add to Music App’ feature, data and analytics tools, and integrated ticketing capabilities.
Chairman and CEO of UMG, Lucian Grainge, said: “This new chapter in our 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 monetisation.”
Shou Chew, CEO of TikTok, said: “Music is an integral part of the TikTok ecosystem and we are pleased to have found a path forward with Universal Music Group.
“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.”
Trouble in the US
TikTok was also in the news this month as President Joe Biden signed a bill on April 24 that threatens to ban the social media platform in the US.
The law requires TikTok’s Chinese owner ByteDance to sell the app’s US operations within a year or face a nationwide ban.
US authorities are concerned that China could access TikTok’s US user data, something the company has denied would happen.
TikTok has said it will fight the bill in the courts. “We believe the facts and the law are clearly on our side, and we will ultimately prevail,” the company said in a statement.
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