Some of Taylor Swift's tracks have made their way back to
the popular video sharing platform TikTok. This comes as a surprise to many as
there has been an ongoing licensing dispute between Universal Music Group and
TikTok. UMG had pulled their entire music catalog from TikTok back in January
after the two parties failed to agree on new licensing terms.
UMG is one of the biggest music producers and owns the
rights to many top artists like Adele, Drake, and Taylor Swift. Their decision
to remove music had a big impact as TikTok is widely used to discover new
songs. However, it seems Taylor Swift herself was able to negotiate a separate
deal with TikTok to promote her new album that is set to be released next week.
A few of her songs are now available again on the platform.
While this is good news for Swift fans eager to create
videos using her music, the rest of UMG's catalog remains unavailable. The
music company has accused TikTok of lowballing them in negotiations and not
offering a fair deal compared to what other social media platforms provide.
They feel TikTok is trying to leverage its power as a driver of music hits.
Over 75% of TikTok users reportedly discover new artists through the app.
Given TikTok's influence, it's understandable why they don't
want to pay higher licensing fees. However, UMG also wants to make sure its
artists are properly compensated for all the streams and promotion that happens
on the platform.
As the standoff continues between the two giants, it seems
individual artists may make temporary, short term deals like Taylor Swift's to
still take advantage of TikTok marketing. But a long term resolution has yet to
be found.
For creators who love making videos to Taylor Swift's music,
this is good news. But the SMM panel will be keeping an eye on if any other UMG
artists follow suit. Only time will tell how long this detente lasts between
the music label and the social video app, or if they can eventually come to a
broader agreement to get all of UMG's catalog back on TikTok permanently. Until
then, fans will have to make do with just a few Taylor Swift songs as they
continue their dispute.
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