The music industry is in a heated conflict with TikTok, as Universal Music Group (UMG) plans to implement a “nuclear option” by requiring the platform to take down any music it controls.
This includes not only recorded music but also songs to which Universal Music Publishing Group (UMPG) holds rights.
This move, affecting artists like Harry Styles and SZA, could impact various labels, including Sony Music Entertainment, Warner Music Group, BMG, and independent labels.
Billboard reports that UMG’s decision comes after the expiration of its licensing deal with TikTok, and the platform will have to remove UMG’s music after a 30-day grace period.
The conflict has escalated at a crucial time for TikTok, coinciding with a Senate committee hearing on child safety, tensions in the Middle East, and the Grammys week.
The pressure on TikTok is exacerbated by its Chinese ownership.
ALSO WATCH: TikTok’s $1.5 billion investment reshapes Indonesia’s e-commerce landscape
While some support UMG’s stance, the music industry faces uncertainties regarding the promotional value of TikTok for breaking artists.
The situation could provide advantages to artists on labels not affected by UMG’s move, potentially giving smaller labels a competitive edge.
However, if the dispute persists, TikTok may face increased competition, challenging its dominance in the short-form video platform space.
The likely scenario involves UMG and TikTok eventually reaching a new agreement, with both parties finding mutually beneficial ways to collaborate.
The long-term outcome may see short-form video evolving into a significant revenue stream for the music industry, though the cyclical nature of technological advancements suggests that new platforms will continue to emerge.
Creators react
The short video platform is famous for its light-hearted approach to nearly everything, from food to even World War 3. In the wake for the news creators flooded timelines and For You Page (FYPs) with – er- lesser-known music.
ALSO WATCH: Looking back at the BRICS Summit 2023, what leaders got up to behind the scenes
@_thescottfamily Like why UMG… WHY????
♬ Fluffing a Duck – Kevin MacLeod
@suzieszv follow my inst: @suzieszv, I will post more dance videos there
♬ Cooking Time – Lux-Inspira
@official_azz The start of a new era…. #vibes #fyp #viral #officialazz ♬ Promotional – FlyFlyMusic
@sorayaludin ????✨ dc: @ChillLit 칠릿 #dance #foryou ♬ original sound – stylevintee
@rizzamakesmusic the streets been quiet lately ????#viral #tiktoksounds #removedsound #fypシ #trending #foryoupage #nomusic ♬ sonido original – Ariel Casagrande
The shelf life of music hits has been known to blow up or even go through revival from the dead, depending on the challenge.
One of South Africa’s arguably most famous musical exports, Miriam Makeba became trendy on the digital streets last year after French singer and songwriter Jain paid homage to the musical and anti-apartheid icon in her hit song Makeba.
@expressitenglish Jain – Make #Jain #subespañol #lyrics #parati #makeba #inglés #letras #musica #aprendeingles #canciones #subtitulos #vocabulario #pronunciacion #facil #entreteniniento #divertido #reels #trending #parati #videosdemusica #videoviral #idiomas #enseñanza #musicaeningles ♬ sonido original – Express IT
But some creators are using the feud to create awareness about US dominance in the music and entertainment industry, saying it was a good thing for lesser-known creators to get their music to wider audiences.
@eternalwhiteowl #tiktoksouthafrica #amapiano #newsound #eternalwhiteowl #SAMA28 #fyp ♬ original sound – Dr. Skhova
@asianjohnnycash oop just an idea #actuallyautistic #fyp ♬ Take Me Back Into The Night – Luca Aria
