TikTok just lost a huge music catalog. What happened?
Universal's concerns are real and reflect some of the most pressing challenges in the music world today: the need for artists to earn a decent living, the parameters of modern licensing contracts, the role of artificial intelligence. And in recent years, music companies have begun to adapt to the reality that music fans' attention is focused not only on jukebox-style streaming channels like Spotify or Apple Music, but also on a range of social platforms, like TikTok, that allow music. only one attraction.
For TikTok, as with any other social media company, it may come down to how much influence it is willing to cede to a single content partner. As important as music is on TikTok – in the past the company has said:music is at the core of the TikTok experience” — it does not represent the full experience in the app; As any TikTok user knows, a song can simply be the audio background for a makeup tutorial or a plumbing guide.
How could this affect musicians?
This is an important consideration for Universal, which says it is seeking a better deal for its actions. At the same time, the longer the dispute continues, the more it can harm artists, at least in the short term. TikTok is an essential promotional channel and a generation of young fans now rely on the app to discover music, old and new.
Some of the most vital moments in music in recent years have taken place on TikTok, from the explosion of Lil Nas For many artists today, being absent from TikTok would be like Madonna making a video disappear from MTV in the 1980s.
At the same time, however, artists are acutely aware of the need to get better deals for their music, and the low rates they face in the streaming landscape. Talk to an artist for two minutes about the business, and he'll tell you he should make more money streaming. They simply don't want to sacrifice promotion or their bond with fans.
What happens now?
We wait to see who blinks.
Universal's star roster gives it power, and losing access to a library of thousands of the world's most popular songs isn't good for TikTok. Apps with a music component rely on their licensing agreements with entertainment companies, and users expect a wide selection.