Digital giant TikTok’s popularity is only going to grow in the coming weeks. The massive social media platform has announced a new agreement with Sony Music Entertainment ultimately giving users the ability to make songs from one of the biggest music companies in the world.
TikTok Teams W/ Sony Music Entertainment
According to reports, the licensing deal will take the TikTok platform to all-new heights. The short-form video application will now be able to have songs created from the world’s second-largest music company.
According to the announcement, with this deal, the TikTok creator community will have access to sound clips from Sony Music’s giant catalog of songs. TikTok and Sony Music will work together to support greater levels of TikTok user personalization and creativity on the platform, and “drive new and forward-looking opportunities for fan engagement” with SME’s artists and music. TikTok will also partner with Sony Music in promoting artists on the platform. (Variety)
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To make the deal even sweeter, artists already signed to Sony Music Entertainment are expected to naturally have a larger online presence as a result of the licensing deal. Artists are also expected to receive some serious promotion across TikTok.
TikTok is paying “a significant increase” over its previous licensing deal, according to Bloomberg. The companies are also supposed to work together on ways to promote Sony artists and “greater levels of TikTok user personalization.” Sony and its labels have had some huge wins, thanks to TikTok. Lil Nas X, whose song “Old Town Road” soared in popularity on the app, is signed to Columbia, a Sony label. And Jason Derulo’s “Savage Love,” which is unavoidable both on the app and in grocery stores (or whatever other physical locations you’re still visiting these days), was also released via Columbia. (The Verge)
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Fans of rap heavyweights including Travis Scott and Lil Nas X should smile extra big. Both hip-hop entertainers are signed to Sony and should expect both of their presences to explode as a result of the deal.
TikTok declined to give specifics on the new deal, other than that the company would be partnering with Sony — home to artists like Travis Scott and Lil Nas X — to promote more Sony artists and songs. The deal is a significant victory for TikTok, which had previously signed shorter-term deals with the major labels to legally use their songs, which have become a vital part of much of TikTok’s content. TikTok still needs to make longer term deals with Universal Music Group and Warner Music Group. (Rolling Stone)
TikTok You Don’t Stop
One of TikTok’s top executives has since confirmed the huge power move and detailed what people should expect as a result of the partnership.
“We are thrilled to enter in to this agreement with Sony Music so that we can continue to work together to connect the incredible roster of Sony artists in the US and across the globe to new audiences and harness the power of TikTok,” Ole Obermann, TikTok’s global head of music, said in a statement. “Especially during this time when the artist community is challenged to find new ways to reach fans with their music, we are committed to working together to do just that.” (Rolling Stone)
