TikTok and Universal Music Group (UMG) announced an extension of their partnership which will deepen the already active collaboration between the two allowing TikTok users to use songs from all UMG labels and artists in their videos. Users on TikTok will now get access to UMG’s full catalog and the two brands will continue to work together to bring new features and content.
UMG and TikTok will now work more closely than ever to promote ambitious experimentation, innovation and collaboration — with the shared objective of developing new music experiences and features.
The viral aspect of TikTok gives UMG Group a segway to millions of users who influence hit charts around the world. When a song (new or old) becomes popular on TikTok it translates to the music charts rankings and in turn builds revenue for the copyright owner.