UMG and TikTok renew licensing agreement

Agreement focuses on artist growth and AI

Universal Music Group (UMG) and TikTok have announced a new multi-year strategic licensing agreement that expands their existing partnership and introduces additional tools and protections for artists, songwriters and creators.

The agreement will continue to make UMG’s recorded music and publishing catalogues available across TikTok while increasing collaboration around artist promotion, audience engagement and commercial opportunities.

The companies said the deal builds on their previous partnership announced in 2024 and will include broader marketing and advertising initiatives, alongside expanded ecommerce and artist-focused tools.

Partnership expands artist opportunities

According to the companies, the agreement is designed to strengthen how artists and songwriters connect with audiences through TikTok’s discovery and creator ecosystem.

The partnership will also support artist development initiatives and fan engagement experiences intended to help emerging artists reach global audiences.

Michael Nash, Executive Vice-President and Chief Digital Officer, Universal Music Group: “We're proud of the pioneering work we've done with TikTok to create wide-ranging benefits for our artists and songwriters. With this new agreement, we look forward to driving innovative new fan experiences, while further improving social media monetization, and protecting and amplifying human artistry.”

TikTok said the partnership reflects the platform’s growing role in music discovery and fan culture.

AI protections remain central to agreement

The renewed agreement also extends both companies’ collaboration around AI protections and artist attribution.

UMG and TikTok said they will continue working together to remove unauthorised AI-generated music from the platform while improving attribution systems for artists and songwriters.

The companies stated that the agreement aims to ensure platform economics continue to support human creators as AI-generated content becomes more widespread.

Focus on discovery and fandom

TikTok said the expanded partnership will deepen collaboration around discovery, fandom and digital experiences, creating more opportunities for creators and audiences to engage with music content.

Tracy Gardner, Global Head of Music Business Development at TikTok: “We're excited to take our partnership with UMG to the next level, and build on the strong foundation we've already created together for artists, songwriters and fans. TikTok is a unique platform where music discovery, culture and fandom intersect, and this agreement will help create even more opportunities for artists and songwriters to engage audiences, grow their communities and achieve career success on a global scale.”

www.universalmusic.com

www.tiktok.com

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