TikTok has signed a new licensing agreement with Sony Music Entertainment, the company said on Monday, granting the abbreviated video app a longer-term deal to access the vast catalog of one of the industry’s largest companies. recorded music.
TikTok declined to give details on the new deal other than the company would partner with Sony – home to artists like Travis Scott and Lil Nas X – to promote more Sony artists and songs. The deal is a significant victory for TikTok, which previously signed shorter-term deals with the majors to legally use their songs, which have become a vital part of much of TikTok’s content. TikTok has yet to make longer-term deals with Universal Music Group and Warner Music Group.
TikTok had previously partnered with the marketing wings of labels and artists to promote music, but as a spokesperson for the company, the story goes. Rolling stone, with the new agreement, these partnerships will now occur with more Sony artists. TikTok helped launch Lil Nas X’s career after âOld Town Roadâ went viral on the app, subsequently landing him a deal with Sony’s Columbia Records. Columbia has signed several other acts that have exploded on TikTok, including obscene rapper PPCocaine and producer Jawsh 685. Doja Cat, signed to Sony’s flagship label RCA, had another big hit on TikTok with âSay Soâ.
“We 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,” Ole Obermann , TikTok’s global head of music, said in a statement. “Especially at 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.”
TikTok faced several volatile and tumultuous months in a battle for its own existence in the United States against the Trump administration and the federal government, who had called the app a security threat given its ties to China , but the music industry has remained confident in the app, which has become one of the industry’s most influential marketing tools for discovering new hits and finding unknown talent.
“Short-lived music videos have become an exciting new part of the music ecosystem that contributes to the overall growth of music and the way fans experience it,” said Dennis Kooker, president of digital operations. global and US sales of Sony Music, in a statement. . âTikTok is a leader in this field and we are delighted to partner with them to foster the discovery of music, expand opportunities for creativity and support the careers of artists. ”