TikTok announces multi-year partnership agreement direct transaction Owns a well-known service and distribution platform for independent artists United Masters.
An interesting aspect of this story: UnitedMasters are Merlin members.
The current package licensing agreement between social media giant TikTok and independent music licensing group Merlin will officially expire in one week, on October 31.
As reported earlier this month, Tik Tok Recently canceled with Merlin, Accused of “Merlin’s past operational challenges, the music delivered was not subject to copyright quality control.”
rather than signing a new package deal MerlinTikTok instead invited individuals Merlin Members negotiate direct licensing agreements with their teams.
According to an official announcement on Wednesday night (October 23), a “groundbreaking new direct partnership” with United Masters will be integrated United Masters‘Enter the entire directory Tik Tokplatform and “provide UnitedMasters artists with additional business opportunities through TikTok.” commercial music library”.
TikTok noted that UnitedMasters has helped launch the careers of emerging artists such as Floysecondarywhose hit Just add towers, As we reported in August, the song has surpassed 1 billion streams and was hailed as TikTok’s No. 1 song globally of the summer.
“TikTok’s ability to propel songs to success has been proven time and time again as songs popular on the platform cross over and achieve mainstream success on the charts.” Steve StoutFounder and CEO of United Masters.
“As a result of this partnership, I look forward to seeing our artists continue to grow their careers on TikTok and beyond.”
The distribution platform said it works with 2 million-Plus independent artists.
In a press release about the deal, TikTok and UnitedMasters said they “share a vision and understanding that the commercial use of music on platforms like TikTok provides artists with significant revenue and promotional opportunities.”
TikTok further claims that its commercial music library “provides artists with unparalleled access to more than 70 brands on the platform, creating new net revenue and promotional streams for artists.”
In addition to TikTok, the announcement noted that UnitedMasters has “created thousands of sync opportunities” for artists using the UnitedMasters platform, securing placements with major brands and media companies such as Diageo, Bose, Walmart, ESPN, Coca-Cola, IKEA, Dove and more and partnerships, etc.
TikTok recently abandoned relicensing discussions with Merlin, of which UnitedMasters is a member, citing concerns about content quality control and fraudulent behavior by some Merlin members.
A TikTok spokesperson earlier told MBW that the platform “has experienced operational challenges in the past with Merlin, where music available on the platform is not subject to copyright quality controls.” [to TikTok]”.
They added: “This comes with a significant burden and a direct deal allows us to have greater control and build closer relationships with Merlin members.
“TikTok must be able to control the quality of content uploaded to its platform and ensure that all content delivered is legal.”
As previously mentioned, TikTok is not renewing the blanket agreement and is instead seeking direct licensing agreements with individual Merlin members.
At the beginning of this month, Ole OlbermannTikTok’s head of music business development explained that the change was “not a feud with Merlin.”
He added: “With a direct deal, if we find any type of content copyright issue, we can address it directly. It’s that simple.
Recently, Olbermann said: “We want to provide the best music in the world to our global community of more than one billion music fans.”
“We want to deliver the best music in the world to our global community of over one billion music fans. That’s why we’re so excited to partner directly with a renowned independent brand like United Masters.
Ole Olbermann, TikTok
He added: “That’s why we’re so excited to be working directly with a renowned independent label like UnitedMasters, which has a deep, diverse roster of independent artists.
“Together we are ready to amplify these voices, propel their music to the global stage and unlock new opportunities for discovery.”
“TikTok recognizes the power of music and creativity, which is why we’re excited to formalize this partnership.”
StevenaughtyUnited Masters
StevenaughtyUnitedMasters founder and CEO added: “Our partnership with TikTok provides UnitedMasters artists with unparalleled access to a vast global audience, while TikTok creators and users gain early access to some of the most influential independent music today.
“TikTok recognizes the power of music and creativity, which is why we’re excited to formalize this partnership.”
