Universal Music Group (UMG) and TikTok have unveiled a new multi-year strategic licensing agreement designed to enhance their ongoing partnership and open up new opportunities for artists, songwriters, creators, and fans worldwide.
This renewed agreement allows TikTok users globally to continue enjoying UMG’s vast collection of recorded music and publishing catalogues. The focus of this partnership is on improving interactions between creators and UMG’s roster of talented artists and songwriters through advanced technological tools and increased promotional capabilities.
Building on the collaboration initiated in 2024, the agreement aims to foster greater creative and commercial opportunities for artists through enhanced marketing and advertising strategies, as well as improved access to e-commerce features and artist-centric digital tools.
A significant aspect of the new agreement is the commitment by both TikTok and UMG to protect music from unauthorised use by artificial intelligence. The companies plan to collaborate to identify and remove unauthorised AI-generated music from TikTok, while also improving attribution systems to ensure that revenue is properly directed to the actual creators.
Furthermore, both parties will intensify their collaboration around fan engagement and artist development initiatives. The expanded partnership aims to support emerging artists worldwide, strengthen connections between artists and their audiences, and create new opportunities in music discovery, fan communities, and digital entertainment experiences.
Michael Nash, Executive Vice-President & Chief Digital Officer at Universal Music Group, commented, “We’re proud of the groundbreaking work we’ve accomplished with TikTok to deliver significant advantages for our artists and songwriters. With this new agreement, we’re excited to cultivate innovative fan experiences while enhancing social media monetisation and safeguarding human artistry.”
Tracy Gardner, Global Head of Music Business Development at TikTok, remarked, “We’re thrilled to elevate our partnership with UMG and build on the solid foundation we’ve established for artists, songwriters, and fans. TikTok is a unique platform where music discovery, culture, and fandom come together, and this agreement will create even more avenues for artists and songwriters to engage with audiences, grow their communities, and achieve global career success.”
