In the future, the TikTok app may have a different appearance or audio experience.

Earlier this week, Universal Music Group, which manages popular musicians such as Taylor Swift, Bad Bunny, and Drake, announced that it will no longer permit its music to be used on TikTok after the expiration of their licensing agreement on Wednesday.

The removal of music associated with UMG started suddenly, according to TikTok, a company owned by ByteDance. By early Thursday, a large selection of well-known songs were no longer available on the platform.

The swift elimination of music licensed by UMG may not happen right away. However, it is likely that dedicated TikTok users are already experiencing the consequences. Here is an overview of the current situation.

The tracks being removed from TikTok are the ones that have been licensed by UMG, a company with a significant presence in the music world and a major influence on our digital consumption habits.

According to Andrew Mall, an associate professor of music at Northeastern University, Universal Music Group is the biggest record label in the history of the music industry. He also mentioned that an enormous amount of tracks and sounds would be affected on TikTok, greatly restricting choices for content creators.

On Thursday, when TikTok users log in, they will notice that they can no longer look for numerous popular songs under the “sounds” section. These songs include those from Ariana Grande, Justin Bieber, Olivia Rodrigo, and others.

Furthermore, users are now unable to include these songs in upcoming dance crazes and other popular posts. Additionally, previous videos that included UMG-licensed music will be removed. A representative from UMG stated that it is at the discretion of TikTok whether these videos will be silenced or removed completely.

According to a spokesperson, musicians will not have the ability to share their UMG-licensed songs on TikTok. If a song is licensed by UMG, it will be silenced as the company is committed to protecting its copyrights.

Total elimination may take some time, so it could take a couple of days for TikTok users to witness the complete impact.

It’s also important to note that music licensing is a complicated business and artists often have different songs that move through different labels. While a singer’s UGM tracks will be removed, songs licensed exclusively with other music giants (like Warner and Sony-owned labels, for example) shouldn’t be impacted.

The licensing agreement between UMG and TikTok expired when the two parties were unable to come to a new agreement. This led to heated exchanges between them.

UMG sent a letter to artists and songwriters on Tuesday, stating that they have been advocating for three specific concerns with TikTok: fair payment for artists and songwriters, safeguarding artists from the negative impacts of AI, and ensuring online safety for TikTok’s users.

According to UMG, TikTok has suggested compensating its artists and songwriters at a significantly lower rate compared to what other popular social media platforms offer. UMG also expressed concerns about TikTok’s use of AI in music production, which it believes could be detrimental to human artists. Additionally, UMG criticized TikTok’s track record in handling hate speech, bigotry, bullying, and harassment on its platform.

TikTok refuted allegations made by UMG, asserting that it has established agreements prioritizing artists with all other labels and publishers.

TikTok expressed disappointment that Universal Music Group prioritized their own greed over the well-being of their artists and songwriters.

Even though the licensing agreement has ended, specialists acknowledge that there is ongoing negotiation between UMG and TikTok – and it likely won’t continue indefinitely.

Ted Cockle, the former president of UMG’s Virgin EMI Records and current head of Mussel Music Management, described the situation as a familiar yet captivating battle between two prominent companies vying for control in the industry.

According to Cockle, users will probably adapt temporarily while he and others are skeptical that the disagreement will continue for long. They point out that a collaboration between UMG and TikTok is mutually advantageous. Mall noted that in the digital age of the 21st century, gaps in other licensing agreements have usually lasted anywhere from one day to a few months.

Additionally, there may be increased pressure from TikTok content creators, artists, and their supporters.

According to Alexandra J. Roberts, a professor of law and media at Northeastern University, this platform holds significant value for artists. While established artists may not be greatly impacted, some may experience a decrease in income. This could also lead to dissatisfied fans who are unable to access or interact with certain artists’ work.

The Associated Press’ attempts to obtain comments from representatives of Taylor Swift, Bad Bunny, SZA, Drake, Ariana Grande, and Billie Eilish, whose music is licensed by UMG, were not immediately answered.

Mall emphasized the potential impact of removing music from popular social media platforms such as TikTok, specifically for up-and-coming artists. He shared that UMG’s profits mainly rely on established artists who may not be significantly affected if their music is no longer featured on TikTok. However, smaller labels and emerging artists would struggle to handle such a change.

Content producers and advertising professionals are getting ready to adapt as necessary. Jessica Henig, the creator and leader of Unlocked Branding, a music marketing company that works on projects with UMG-licensed music, stated that it may not be ideal, but her team has become accustomed to handling postponements on various social media platforms.

However, Henig, who previously held a position in influencer marketing at Virgin EMI, stated that only time will tell.

She stated, “If this is a long-term situation, our discussion may change.”

TikTok’s conflict with Universal is not the initial instance of a music label clashing with a social media corporation over terms of licensing. In the latter part of 2008, Warner Music Group removed all of its music from YouTube, claiming that the payments received from the platform were not justly compensating the label, its artists, and songwriters. After reaching a new agreement with YouTube, Warner eventually restored its songs and music videos several months later.

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This report was contributed to by Haleluya Hadero and Michelle Chapman, business writers from AP in New York.

Source: wral.com