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TikTok just became a whole lot quieter.
The social-media platform and Universal Music Group have officially nixed their partnership after neither party could reach an agreement on its contract renewal, which ended January 31.
The multinational music corporation said the breakup was due to TikTok "trying to build a music-based business, without paying fair value for the music," according to an open letter it released Tuesday. The company also points to issues like AI misuse and bullying and safety concerns.
So how does that impact the 15 million businesses who use the app?
Brands that have TikTok business accounts only have access to commercial sounds -- a library of 1.3 million royalty-free songs that don't include UMG artists like Taylor Swift or Olivia Rodrigo. Only business accounts can run ads, send automated replies to direct messages, and manage TikTok Shops.
While business accounts are free, many small brands and influencers use personal accounts because it allows them to track earnings in the app through Creator Funds, collaborate with brands in the Creator Marketplace, and access gifts that can be redeemed as money during livestreams. Business Accounts can participate in livestreams but don't have access to any of the listed Creator benefits that personal accounts do. Personal accounts have access to all sounds -- which included UMG-owned music until it was removed from the app February 1, consequently leaving many creators with silent TikToks.
Having no sound on select videos might not create major implications for business -- especially if the change only affects older content. Still, it could make their existing feeds a little awkward. And more songs from UMG-owned studios and other labels could be at risk of being removed from TikTok -- all those Barbie TikToks featuring "Barbie World" by Nicki Minaj and Ice Spice, for example, are at risk of going quiet since Ice Spice is signed to UMG-owned Capitol Records.
UMG alleges that TikTok tried to strike a deal that was less than its previous contract or overall market value. TikTok responded in a brief statement saying that it's "been able to reach 'artist-first' agreements with every other label and publisher" and that Universal's "self-serving actions are not in the best interests of artists, songwriters, and fans."
While it's not yet clear if UMG and TikTok will eventually make amends, affected businesses can take some action: Videos can be replaced with new sounds when old ones are removed. Still, if you had a Swift-inspired TikTok in the works, you might have to tweak your plans -- original sounds and non-UMG music are what accounts have to work with in the meantime.
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Universal Music Group Just Removed Taylor Swift -- and the Rest of Its Artists -- from TikTok
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02.02.2024
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TikTok just became a whole lot quieter.
The social-media platform and Universal Music Group have officially nixed their partnership after neither party could reach an agreement on its contract renewal, which ended January 31.
The multinational music corporation said the breakup........
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