The Youth Lab

UNIVERSAL MUSIC GROUP STRIKE A NEW DEAL WITH TIKTOK

In recent days, a new contract has been signed between UMG and TikTok, meaning access to Universal’s tracks is back. The new agreement between the two groups signals a fresh phase of teamwork, where they're joining forces to support UMG’s artists and songwriters in reaching their creative and business goals. With TikTok’s top-notch tech, marketing and promotional abilities, UMG and TikTok aim to boost payments for UMG’s artists and songwriters, provide fresh ways to promote and engage with their music, and set high standards for safeguarding against generative AI. TikTok plans to invest heavily in artist-focused tools like "Add to Music App," improved data insights, and integrated ticketing systems. For creators, it means access to gold standard music libraries is back.

“In the US, TikTok users, on average, spend 22% more money on music-related purchases compared to the average music listener.”
TikTok Luminate Report - Nov 2023

The news of the updated agreement has our FAME team thinking about TikTok and music; a harmonious union that has birthed rockstars, shot brands into virality and seen hundreds of millions of budding two-steppers give the dance challenges a whirl. The relationship between UMG and TikTok has not been plain sailing, with ups and downs since its inception.

UNIVERSAL MUSIC GROUP x TIKTOK: A TIMELINE

• 2016: Musical.ly, TikTok's precursor, lays the groundwork for short-form video content and music integration, setting the stage for TikTok's meteoric rise.
• 2018: With the merger of Musical.ly and TikTok, the platform undergoes a transformative shift, becoming a global hub for creativity and music discovery.
• 2020: TikTok faces a setback as UMG removes its music catalog from the platform due to licensing issues, leaving a void in the music offerings for users and content creators alike.
• 2021 (Early): UMG takes a stand against TikTok, highlighting concerns over fair compensation for artists and songwriters, signaling the need for a recalibration of industry norms.
• 2021 (Mid): After extensive negotiations, UMG and TikTok reach a new licensing agreement, reinstating UMG's music on the platform and revitalizing TikTok's musical ecosystem.
• 2021 (Late): UMG's Chairman and CEO, Sir Lucian Grainge, expresses satisfaction with the renewed partnership, underscoring its mutual benefits for artists, creators, and audiences.
• 2024 (Early): UMG made the decision to remove its extensive catalogue of tracks from TikTok earlier this year due to the expiration of their licensing agreement. TikTok users were left without access to the music of renowned artists such as Taylor Swift, Drake, Kendrick Lamar, and electronic music icons like Aphex Twin and Skrillex.
• May 2024: UMG and TikTok sign a new contract, and access to Universal’s musicians and tracks is reinstated with fresh stipulations.

SOME OF OUR FAVE MUSIC-CENTRIC TIKTOKS OF ALL TIME:

1.The Drake and Kendrick beef that blew up on TikTok

• The last few months has seen two of rap's biggest stars release diss tracks about each other that blew up on TikTok. Now we are seeing this music industry feud erupt into TikTok stitches, lip syncs and deep explainers on the platform.

2.ELF Cosmetics - Eyes Lip Face Challenge

• One of the first brand campaigns to go viral on TikTok. Racking up 7 billion views and 5 million in USG content. ELF was one of the first brands to realise the musical potential of TikTok with the ‘Eyes Lips Face Challenge’ and the original track the brand developed was subsequently released on Spotify.

3. The original TikTok dance challenge - Renegade

• Renegade was the original dance challenge on the platform doing the rounds, choreographed by 14 year old Jalaiah Harmon. When the dance originally went viral in 2020 Jalaiah wasn’t credited and it wasn’t until months later she was discovered as the creator. This would be the first of thousands of viral dance challenges on the platform. The phenomenon of dance challenges on TikTok was studied by a professor (Trevor Boffone) in the University of Houston and translated into a book by Oxford University Press in 2021.

4.Nathan Abodaca brings huge fame to Ocean Spray

• What’s more soothing than listening to Fleetwood Mac? Listening to Fleetwood Mac whilst watching a pro skateboarder on the move while drinking cranberry juice.

5.CAIRDE - Irish dancing to Run Boy Run by Woodkid

• We love the remixing that the lads at Cairde do with contemporary music tracks and Irish dancing. They land the views each and every time with their hard shoe choreography; this piece of content racking up almost 30 million views.