Olivia Rodrigo, Drake and other Universal artists return to TikTok
The companies signed a new deal that includes AI protections.
TikTok and Universal Music Group (UMG) have signed a deal that will allow Taylor Swift, Olivia Rodrigo, The Weeknd and other artists to return to the platform, the companies announced in a press release. Universal pulled songs from its roster of performers back in February and with some exceptions, its music hasn't been there since. Both sides are now "working expeditiously" to get content back on the platform that's home to a billion-plus users.
A key part of the deal is artist protection from generative AI. "TikTok and UMG will work together to ensure AI development across the music industry will protect human artistry and the economics that flow to those artists and songwriters," the companies wrote. "TikTok is also committed to working with UMG to remove unauthorized AI-generated music from the platform, as well as tools to improve artist and songwriter attribution."
Also part of the deal are "new monetization opportunities" from TikTok's recent expansion into e-commerce. TikTok will reportedly also assist artists by providing tools around analytics, integrated ticketing, an "Add to Music App" and more.
Universal took the drastic move of pulling music earlier this year, forcing the platform to mute videos or replace tracks with options from other labels. "As our negotiations continued, TikTok attempted to bully us into accepting a deal worth less than the previous deal, far less than fair market value and not reflective of their exponential growth," UMG said at the time.
Last month, Taylor Swift's songs returned to TikTok, likely because she has full control of her own catalogue and was able to strike a separate deal. Some songs by other UMG artists, including Ariana Grande, also started appearing on the platform.
The dispute appears to be water under the bridge, but it's the least of TikTok's problems at the moment. US Congress recently voted in favor of a bill that would see TikTok banned in a year unless owner ByteDance sells the app.
