Universal Music Group has inked a “multi-dimensional” deal with TikTok that will see its roster of artists — which includes Taylor Swift, Drake, and Olivia Rodrigo — return to the social media platform’s one billion-plus users. UMG began pulling its music from TikTok on February 1st after the old contract expired.
Notably, the deal will address concerns that UMG and its artists have with generative AI. “TikTok and UMG will work together to ensure AI development across the music industry will protect human artistry and the economics that flow to those artists and songwriters,” reads a press release announcing the deal. “TikTok is also committed to working with UMG to remove unauthorized AI-generated music from the platform, as well as tools to improve artist and songwriter attribution.”
“We are delighted to welcome UMG and UMPG back to TikTok,” said Ole Obermann, TikTok’s Global Head of Music Business Development. “In particular, we will work together to make sure that AI tools are developed responsibly to enable a new era of musical creativity and fan engagement while protecting human creativity.”
The deal also includes “new monetization opportunities” that stem from TikTok’s growing e-commerce capabilities. TikTok also commits to continue building tools to help artists better leverage the platform in areas like analytics and integrated ticketing.
The companies say they are “working expeditiously” to return artists to the platform.
