Universal Music Group and TikTok reach agreement on improved renumeration for artists, “artist driven tools” and AI protections

Universal Music Group and TikTok have today announced a new “multi-dimensional” licensing agreement that will see Universal’s artist return to the platform.

The new agreement supposedly includes improved remuneration for Universal’s songwriters and artists, along with new promotional and engagement opportunities for their recordings and songs.

Also included in today’s agreement are “industry-leading protections” with respect to generative AI, something which has been of increasing concern for musicians.

Lucian Grainge, Chairman and CEO of Universal Music Group, said of today’s deal that: “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.”

Both organisations have pledged that they will work together to realise new monetisation opportunities utilising TikTok’s growing e-commerce market.

Examples of the new “artist driven tools” are the “Add to Music App” feature, enhanced data and analytics, and integrated ticketing capabilities.

Ole Obermann, TikTok’s Global Head of Music Business Development, said: “ In particular, we will work together to make sure that AI tools are developed responsibly to enable a new era of musical creativity and fan engagement while protecting human creativity”.

As part of today’s deal, TikTok has to committed to working with UMG to remove unauthorised AI-generated music from the platform, as well as tools to improve artist and songwriter attribution.