Things are going from bad to worse TikTok. ByteDance failing to reach an agreement with Universal, more and more videos are becoming silent on the platform.
The Chinese social network and music have maintained privileged links since its beginnings. Any occasion is good for punctuating videos, or even trends entire, on the hits of the moment or of past years.
However, it is not always easy to negotiate with the giants of the music industry, and the Chinese platform is currently experiencing this.
More than trends with music by Harry Styles
At the beginning of February, the Clubic editorial staff reported that ByteDance, the publisher of TikTok, and Universal Music Group (UMG) had failed to renew their partnership. As a result, titles from artists such as Taylor Swift, Drake or Olivia Rodrigo are no longer available on the platform, leaving many videos silent.
A month later, the situation has not changed: it has even gotten worse. Tuesday, Variety reported that the social network would have to further reduce its catalog. Indeed, UMG has decided to go further in its action by asking the Chinese giant to delete “ all songs that were written (or co-written) by an author signed to Universal Music Publishing Group », as TikTok explains in a press release.
So goodbye to titles from artists who are not part of the label, such as Harry Styles, Bad Bunny, or even SZA. As the Chinese platform sums it up so well, UMG’s request “ affects not only songwriters and the artists they represent, but also many artists and songwriters who have not signed » with the American-Dutch company. A hell of a hole in the catalog.
A bad start that turns into a bad adventure
“ We remain committed to reaching a fair agreement with Universal Music Group », reassures the Chinese giant. However, determination may no longer be enough. From the start of the affair, UMG regretted what it described as an attempt at intimidation. The social network had, in fact, sought to obtain a less profitable agreement for the major, arguing in particular that it had become a first-class promotional showcase. An insufficient reason in the eyes of Universal, which blames the ever-increasing use of AI on the platform.
It remains to be seen how things will develop, and who really needs who in this story. Especially since, during this time, Meta still has access to the UMG catalog to punctuate the Reels of Instagram users.
Be careful TikTok, it could well be that the swifties lose patience quickly!
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TikTok is a social media app primarily focused on creating and sharing short videos. TikTok has quickly become popular with a wide audience, especially among young people. The app allows users to create videos up to 3 minutes long, often featuring music, lip-syncing, dancing, comedy skits, and other forms of expressive performances.
TikTok is a social media app primarily focused on creating and sharing short videos. TikTok has quickly become popular with a wide audience, especially among young people. The app allows users to create videos up to 3 minutes long, often featuring music, lip-syncing, dancing, comedy skits, and other forms of expressive performances.
Source : The Verge
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