TikTok and Universal Music Announce New Partnership Focused on Artists

Popular social media platform TikTok and music industry giant Universal Music Group have announced a new strategic partnership centered around supporting artists. The multi-faceted deal aims to provide significant benefits for UMG’s artists and songwriters while also returning their music catalogs to TikTok’s vast global community.

This revamped relationship between the two organizations comes from a shared commitment to help creatives reach their full potential. By leveraging TikTok’s innovative technologies, promotions, and insights, UMG and TikTok will collaborate on new ways for songwriters and performers to connect with fans and generate income from their work.

Sir Lucian Grainge, Chairman and CEO of UMG, said the partnership ““This new chapter in our relationship with TikTok focuses on the value of music, the primacy of human artistry and the welfare of the creative community. We look forward to collaborating with the team at TikTok to further the interests of our artists and songwriters and drive innovation in fan engagement while advancing social music monetization.”

As part of the deal, TikTok and UMG will develop enhanced monetization opportunities using the platform’s e-commerce functions. They will also unite on global campaigns celebrating UMG talents across genres. TikTok reinvests in building musician-centric tools to help artists maximize their potential on the growing platform. Additional protections for human creativity and proper attribution are also key commitments.

Both companies expressed optimism around collaborating in new and responsible ways that strengthen connections between artists and engaged audiences worldwide. With constantly evolving social and music landscapes, UMG and TikTok are well-positioned to pioneer transformational developments through innovative cooperation.