TikTok latest, is the enhancement of connections between Universal Music Group (UPG) artists and the music community from TikTok.
About Universal Music Group
Universal Music Group (UMG) has a good viewership base in music-based entertainment. Moreover, it’s a broad array of businesses engaged in recording and publishing music. It also includes merchandising and audiovisual content.
Tik-Tok is an application for short-form mobile video. It has a mission to inspire creativity and bring out talents and joy. Additionally, TikTok has offices all around the world. The places include Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, and Seoul.
TikTok Strategic Move
On 8th February 2021, the leader from Universal Music group and TikTok announced a global agreement that delivers equitable compensation for recording music artists and songwriters. Besides this, it expands and improves the companies’ pre-existing relationships, promoting the development of upcoming innovative changes. Moreover, it is focusing on the bond between the fans, artists, and the music content they love to listen to.
Music from artists at UMG’s labels and songwriters with Universal Music Publishing Group (UMPG), will be covering the total content. With this agreement, TikTok users will be more empowered to express themselves through video songs, acting, and musical content. Furthermore, they will get the chance to be around songwriters, singers, and music culture. TikTok users will be able to incorporate clips from UMG’s full catalog of music now. Also, they will be able to incorporate with the company’s iconic labels, songwriters, and global territories.
Ole Obermann, Global Head of Music for TikTok said that; “We are happy to enter in new era with UMG and UMPG to support system for artists and songwriters. The move is aimed at getting maximum followers and viewers. Together, we can bring out the best from tik-tokers. Moreover, we can lead the new talents towards the rising future”.
Marc Cimino, Chief Operating Officer of UMPG highlighted his reaction via these words,” This alliance sets a wide example of social media companies who are acknowledging and compensating the music makers. We appreciate that Tik-Tok has joined our hands to provide opportunities to our songwriters”.
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