TikTok has announced a new deal with Sony Music Entertainment to make songs from the world’s second-largest music company widely available on the abbreviated video app, it said in a blog post Monday morning.
According to the announcement, with the deal, the TikTok creator community will have access to sound clips from Sony Music’s giant song catalog. TikTok and Sony Music will work together to support higher levels of personalization and creativity for TikTok users on the platform, and âgenerate new forward-looking fan engagement opportunitiesâ with SME artists and music . TikTok will also partner with Sony Music to promote artists on the platform.
Like many popular new platforms that use music, TikTok has at times been at odds with the music industry over royalty rates. Although he struck a short-term deal with the three majors earlier this year, the term of that deal has apparently expired; a representative for TikTok declined to comment on the status of the company’s licensing agreements with Universal and Warner Music Groups.
In January, TikTok entered into a licensing deal with independent label collective Merlin, although the terms were not disclosed; on the music publishing side, in July it announced a multi-year agreement with the National Music Publishers Association.
Dennis Kooker, President of Global Digital Affairs and US Sales of SME, said, âShort-lived music videos have become an exciting new part of the music ecosystem that contributes to the overall growth of music and to the development of music. the way fans experience it. TikTok is a leader in this space and we are excited to partner with them to foster music discovery, expand opportunities for creativity, and support artists’ careers.
Ole Obermann, Global Head of Music at TikTok, said: âWe are delighted to enter into this agreement with Sony Music so that we can continue to work together to connect Sony’s incredible roster of artists in the US and around the world. to new audiences. and harness the power of TikTok. Especially during this time when the artist community is challenged to find new ways to reach fans with their music, we are committed to working together to make it happen.