Today, TikTok as able-bodied as Universal Music Incorporating (UMG) have announced the garnering of what they're calling an "expanded all-around alliance." It's a continuation as able-bodied as exacerbation of the circulation that allows TikTok's massive user atrabilious to use songs from UMG artists. "The companies have also uninformed to experiment with heady new features," the companies write in a printing release. "TikTok users will now be actualized to involve clips from UMG's full depository of music, spanning the company's iconic labels, songwriters as able-bodied as all-around territories."
It's a smart move. TikTokers get to use increasingly of the music they obsequiousness as the soundtrack for their videos, the artists breech the works get paid, as able-bodied as UMG gets greater derive to a proven viral hit-making machine. For biggest or for worse, TikTok is encompassed encompassed one of the biggest drivers of daintiness hits online; if a song deflorate up on the app, it feels like it's basically affirmed a spot on the charts. (Though, of course, that's not evermore true.) It's also a sign that the music industry is recognizing that online influencers matter to their foot lines.
The UMG donate follows other deals with major sectors of the music industry. In the meanest year, TikTok has forged agnate partnerships with Sony Music, Merlin (which represents a large quota of indie labels), as able-bodied as Warner Music Group -- as able-bodied as it ways that TikTok now has deals with the companies that represent nonbelligerent unpunctually all of popular music. Which is all to say that to the music business, TikTok has wilt too important to fail.
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