TikTok’s War With Universal Heats Up, Songs Scrubbed From Platform
In an escalating battle between TikTok and Universal Music Group (UMG), songs from UMG’s roster of artists have started to disappear from the popular social media platform. This comes just a day after UMG threatened to halt licensing its music to TikTok due to failed deal negotiations.
The removal of UMG-owned recordings began gradually on Wednesday evening. Official versions of songs like Taylor Swift’s Cruel Summer, Olivia Rodrigo’s Get Him Back, and Lana Del Rey’s Let the Light In can no longer be found in search results. Additionally, videos featuring these songs have either been muted or had their sound removed due to copyright restrictions. A prompt now appears at the bottom of these videos, informing users that the sound has been removed.
This development marks the culmination of a year-long dispute between UMG and TikTok over their differing perspectives on what constitutes a fair deal for using UMG’s music on the platform. UMG claims that TikTok has been unresponsive to their concerns regarding fair compensation, protection against AI-generated recordings, and online safety for users.
UMG accuses TikTok of proposing payment rates that are significantly lower than what other major social platforms offer. They argue that TikTok, despite its massive user base and growing advertising revenue, accounts for only about 1% of their total revenue. UMG further alleges that TikTok selectively removes the music of certain artists while allowing AI-generated recordings to flood the platform, effectively promoting the replacement of human artists by artificial intelligence.
TikTok, in response, accuses UMG of prioritizing its own greed over the interests of artists and songwriters. They argue that UMG’s decision to revoke licensing is a self-serving action, and they highlight their ability to reach artist-first agreements with other labels and publishers. TikTok asserts that it has played a crucial role in promoting up-and-coming artists, turning songs into hits, and boosting the music industry.
The dispute between UMG and TikTok has sparked discussions within the industry, with artists and executives voicing their opinions. While some, like Russ, argue that UMG’s concerns are primarily driven by financial motives, others, such as Metro Boomin’, express dissatisfaction with the content created specifically for the app.
TikTok has become an influential marketing tool in the music industry, propelling artists’ careers and catapulting songs to the top of the charts. With UMG’s music now absent from the platform, musicians will need to find alternative ways to promote their songs, potentially impacting their rollout strategies. Artists signed to UMG labels, like Noah Kahan, have already expressed disappointment at losing the opportunity to push their music on TikTok.
The outcome of this clash between UMG and TikTok remains uncertain. UMG’s decision to revoke licensing is likely a strategic move to bring TikTok back to the negotiating table and ensure a mutually beneficial agreement. This battle highlights the increasingly complex relationship between music industry giants and social media platforms, as both parties seek to protect their interests while harnessing the power of digital platforms to reach audiences.
It is worth noting that TikTok claims it has over 150 million American users, representing nearly half of the U.S. population. The platform’s immense reach makes it an invaluable promotional and discovery vehicle for artists, but UMG aims to establish that the benefits flow in both directions. With the future of music on TikTok uncertain, artists and music industry stakeholders will be closely watching for the resolution of this high-stakes standoff.
