Universal Music Group and TikTok Strike New Global Licensing Deal

Universal Music Group (UMG) and TikTok have announced a new multi-year strategic licensing agreement, building on the “success of the multi-dimensional partnership announced in 2024.”

The deal:

• TikTok’s global community of creators will continue to have access to UMG’s recorded music and publishing catalogs.

• The platform says its “best in-class technology and promotional capabilities” will also foster deeper engagement between creators and UMG’s artists and songwriters.

• The companies say that “expanded marketing and advertising campaigns, as well as access to ecommerce and other artist-centric tools,” will enhance creative and commercial opportunities for UMG’s roster.

• The deal will also “deepen collaboration” between TikTok and UMG as they work to develop artists globally, strengthen artist-audience connections, and unlock new opportunities across discovery, fandom and digital experiences.

AI protection:

• The new agreement will see TikTok and UMG work together to “remove unauthorized AI-generated music from the platform, while further improving artist and songwriter attribution.”

What they said:

• Michael Nash, Executive Vice-President & Chief Digital Officer of Universal Music Group: “We’re proud of the pioneering work we’ve done with TikTok to create wide-ranging benefits for our artists and songwriters. With this new agreement, we look forward to driving innovative new fan experiences, while further improving social media monetization, and protecting and amplifying human artistry.”

• Tracy Gardner, Global Head of Music Business Development at TikTok: “We’re excited to take our partnership with UMG to the next level, and build on the strong foundation we’ve already created together for artists, songwriters and fans. TikTok is a unique platform where music discovery, culture and fandom intersect, and this agreement will help create even more opportunities for artists and songwriters to engage audiences, grow their communities and achieve career success on a global scale.”