In just a few years, TikTok has become a true juggernaut in the music industry. The social network has gained so much popularity that it can turn the slightest song into a real viral song. Many artists have made such a name for themselves on the platform that record companies have adapted their marketing strategies accordingly. TikTok, on the other hand, is fully aware of its impact and does not hesitate to improve its formula to attract the attention of more music lovers.
However, this superiority suffered a significant setback. First of all, not just anyone: Universal Music Group, one of the world’s largest record labels, announced the end of its partnership with the Chinese social network. What was in question was that negotiations between the two companies deteriorated within the scope of new contract negotiations. In an open letter published on its site, UMG went so far as to condemn TikTok’s intimidation techniques.
TikTok lost one of its biggest partners
“Ultimately, TikTok is trying to create a business based on music without paying fair value for the music.” This sentence from UMG’s open letter perfectly summarizes what the company has to say about TikTok. The group specifically criticizes the social network for refusing to pay its artists a reasonable wage. “ “Despite its massive and growing user base, skyrocketing advertising revenue, and increasing reliance on music content, TikTok represents only 1% of our total revenue.” He regrets the company.
This statement, which was and still is valid for Spotify, which artists have criticized for being too low per stream for several years, also pushed the French government to introduce a tax on music streaming. However, UMG is not satisfied with this and accuses TikTok of not doing anything to prevent the spread of derogatory content produced by artificial intelligence against its artists. This week, a similar controversy also affected X (Twitter) and singer Taylor Swift.
TikTok according to UMG “It allows the platform to be flooded with AI-generated recordings and develops tools to enable, incentivize and incentivize the creation of AI music on the platform itself – and then requires a contractual right to allow that content to massively dilute royalties for human artists.” “A movement that aims to replace it with artificial intelligence.”
UMG went so far as to state that TikTok would threaten itself during negotiations to tip the balance in its favor. The platform would even reveal itself “scary”, By threatening the record label with delisting some of the lesser-known artists and therefore needing the most exposure, and keeping only the most popular celebrities in its catalogue.
A provocation that did not leave TikTok indifferent. In a press release, the Chinese company returns the favor by blaming Universal.“He puts his own greed above the interests of his artists and songwriters. » The company also regrets UMG.It ceases to provide strong support to a platform that has more than a billion users and serves to promote and discover talents for free. »
Which artists will soon no longer be on TikTok?
- Taylor Swift
- Billie Eilish
- Kendrick Lamar
- Drake
- post malone
- Weekend
- Bad Rabbit
- Harry Styles
- Ladu Gaga
- Snoop Dogg
- Elton John
- cold game
- Ariana Grande
- Justin bieber
- Childish Gambino
- angle
- Alicia Keys
- Rosalia
- Kidney bean
- Adele
- U2
- Pearl Jam
- Johnny Cash
- Bob Dylan
- pet impala
- Eminem
In France the list is also quite long:
- damso
- Juliette Armanet
- Alain Bashung
- Serge Gainsbourg
- I
- manau
- Mylene Farmer
- David Guetta
- Woodkid
- DJ Snake
- Johnny Halliday
Note that this is, of course, a non-exhaustive list. Therefore, all these artists and their songs will permanently disappear from TikTok starting tomorrow, February 1, 2024. It will no longer be possible to use their songs to create videos.
Source : Universal Music Group
