Music label threatens to pull songs off TikTok over compensation debate

[KARAH RUCKER]

SOME OF YOUR FAVORITE TIKTOK VIDEOS COULD SOON GO SILENT.

SONGS FROM POPULAR ARTISTS SUCH AS TAYLOR SWIFT, HARRY STYLES AND BILLIE EILISH.

THESE ONCE TRENDING SONGS THAT WERE PLASTERED ON MILLIONS OF TIKTOK VIDEOS –

COULD SOON LEAVE THE APP.

THAT’S BECAUSE “UNIVERSAL MUSIC GROUP” – ONE OF THE LARGEST MUSIC LABELS REPRESENTING MAJOR POP STARS – IS THREATENING TO PULL ITS ARTISTS’ MUSIC OVER A CLASH WITH TIKTOK —

ABOUT COMPENSATION.

WHILE THE TWO GIANTS IN THEIR RESPECTIVE INDUSTRIES ARE AT ODDS –

THEY ARE ALSO MUTUALLY BENEFICIAL.

UMG SAID IN A PUBLIC LETTER TO ITS ARTISTS –

“Ultimately TikTok is trying to build a music-based business, without paying fair value for the music.

“TikTok attempted to bully us into accepting a deal worth less than the previous deal, far less than fair market value and not reflective of their exponential growth. ”

TIKTOK WAS QUICK TO RESPOND.

A STATEMENT ON X READ –

“IT IS SAD AND DISAPPOINTING THAT UNIVERSAL MUSIC GROUP HAS PUT THEIR OWN GREED ABOVE THE INTERESTS OF THEIR ARTISTS AND SONGWRITERS. THE FACT IS – THEY HAVE CHOSEN TO WALK AWAY FROM THE POWERFUL SUPPORT OF A PLATFORM WITH WELL OVER A BILLION USERS THAT SERVES AS A FREE PROMOTIONAL AND DISCOVERY VEHICLE FOR THEIR TALENT.”

IT’S A SYMBIOTIC RELATIONSHIP.

THE MAJORITY OF VIDEOS POSTED ON TIKTOK – HAVE MUSIC TO THEM.

AND 8 OUT OF THE TOP 10 MOST POPULAR ARTISTS HEARD ON TIKTOK –

ARE REPRESENTED BY THIS MUSIC LABEL.

FROM VIRAL DANCE VIDEOS TO THE BEAT OF TAYLOR SWIFT

TO VIRAL LIP SYNCS OF DRAKE’S RAP LYRICS

AND FOR THE ARTISTS GETTING THOSE MILLIONS OF LISTENS –

THEIR SONGS THEN GET BOOSTS IN THE BILLBOARD TOP 100.

WHICH ALSO MEANS A BUMP IN REVENUE.

ONE EXAMPLE –

FLEETWOOD MAC’S “DREAMS” WENT VIRAL FROM THIS VIDEO.

GARNERING MORE THAN 90 MILLION VIEWS.

A SONG FROM THE 70’S THAT NEVER WOULD’VE BEEN ON THE TOP 100 IN 2020.

BUT TIKTOK’S BOOST –

GAVE IT NEW LIFE.

GENERATING MORE LISTENS. AND MORE MONEY.

UMG SAYS IF TIKTOK DOESN’T PUT A BETTER OFFER ON THE TABLE BY “END OF DAY” – THEN THEY’LL PULL THE PLUG ON THEIR ARTISTS’ SOUNDTRACKS.