Universal Music Group has signed a “multidimensional” deal with TikTok. List of artists — which includes Taylor Swift, Drake and Olivia Rodrigo — back to the social media platform's more than one billion users. UMG began pulling its music from TikTok on February 1 after the old contract expired.
Notably, the deal addresses concerns that UMG and its artists have with the AI they create. “TikTok and UMG will work together to ensure AI advances in the music industry, protecting human artistry and the economy that flows to those artists and songwriters.” Press release announcing the deal. “Work with UMG to remove unauthorized AI-generated music from the TikTok platform, as well as tools to improve artist and songwriter attribution.”
“We are delighted to welcome UMG and UMPG back to TikTok,” said Ole Obermann, TikTok's global head of music business development. “In particular, we will work together to ensure that AI tools are responsibly developed to enable a new era of music creativity and fan engagement while protecting human creativity.”
The deal includes “new monetization opportunities” stemming from TikTok's growing e-commerce capabilities. TikTok promises to continue building tools to help artists make better use of the platform in areas such as analytics and integrated ticketing.
The companies say they are “working quickly” to get the artists back on stage.
