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The songs of global music stars can be removed from use on TikTok

2024-01-31 21:30:27Lifestyle SHKRUAR NGA REDAKSIA VOX
The songs of global music stars can be removed from use on TikTok
Taylor Swift

Universal Music Group has threatened to remove all the music it owns from TikTok unless the streaming platform agrees to more favorable terms for its extensive catalog.

Negotiations between the social media giant and the world's biggest music company have intensified as they work to reach a new contract, says Tatiana Cirisano, a music industry analyst at Midia Research.

"UMG is kind of taking the option to remove all their music and trying to prove ... that TikTok couldn't exist if it didn't have their catalog," she says.

Early Wednesday morning, UMG released what it called "An Open Letter to the Artist and Songwriter Community - Why We Need to Say Time Out to TikTok." The letter is actually for music fans and tech watchers as well.

"In our contract renewal discussions, we have pushed them on three critical issues," the letter to TikTok says, noting that the issues include protection against AI-generated recordings, online security issues for users, and more compensation. high for its artists and composers.

"Regarding the issue of artist and songwriter compensation," the letter continues, "TikTok proposed that our artists and songwriters be paid at a rate that is a fraction of what similarly established major social platforms charge. Today, As an indication of how small TikTok compensates artists and songwriters, despite its massive and growing user base, rapidly growing ad revenue, and growing reliance on music-based content, TikTok accounts for only about 1% of of our total revenue. At the end of the day, TikTok is trying to build a music-based business without paying fair value for the music."

Compensation is the big hurdle here, Cirisano says. "I would also point out that this will probably do more for Universal Music Group as a company than for any of their individual artists and songwriters," she says.

In a statement on social media, TikTok accused UMG of promoting "false narratives and rhetoric" and putting "greed over the interests of their artist and composer."

"TikTok has been able to get 'artist first' deals with every other publisher," he says. "It is clear that Universal's selfish actions are not in the best interest of artists, composers and fans."

Cirisano says TikTok's idea to build what UMG calls a "music-based business" has some merit. TikTok used to be just a place where artists could get exposure and market their music, she says. But the platform and its users are evolving.

"It's becoming a form of music consumption in its own right," she says. "This is a space where especially young people go on and listen to music ... while they're consuming. It's a completely different experience than, say, adding a song to your Instagram story or things that were happening in the past."

The dispute should not greatly affect the well-being or popularity of the list of famous artists, she adds, which includes Taylor Swift, Lady Gaga and Elton John. But for many other musicians whose work has become part of the fabric of TikTok, there are bigger implications for the future.

"There is a rapidly growing sector of independent artists and what is commonly referred to as the 'long tail' who are also releasing their music on streaming services and competing for attention," she says, referring to all other music that circulates around. available to use. "There's a lot more music that TikTok users have access to beyond the main label catalog than they would have five or 10 years ago. UMG is still the strongest player here, but I think that dynamic has changed a bit."

TikTok and other social media platforms, she says, are where new fans and cultures are being built — and music industry power players are wary of being left behind.


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