Universal’s music is returning to TikTok, ending a spat that hurt fans more than anyone

By James Hall, Edith Cowan University

A longstanding feud between TikTok and Universal Music Group seems to have finally reached an end, with both parties signing a deal that will see Universal-backed music returned to the social media platform.

Universal first removed its artists’ work from TikTok about three months ago, restricting access to tunes from household names such as Billie Eilish, Adele, Harry Styles, Drake, Kendrick Lamar, Kanye West and Post Malone.

Taylor Swift was initially included this group, but reinstated her offerings ahead of the release of The Tortured Poets Department. Unlike most artists signed with Universal, Swift struck a unique deal that lets her control where her music is played.

While the dust may have finally settled, the Universal music drought left millions of TikTok users with a less than optimal experience for months – and may have put up an unnecessary barrier for Universal’s smaller artists.

The events have also shone a light on just how codependent the music and social media industries are, and how important compromise will be moving forward.

The beef (and resolution) explained

The previous agreement that granted TikTok users access to Universal’s catalogue lasted until January 31, and was worth A$170 million per year for Universal (about 1% of its yearly revenue).

Talks to enter a new agreement reportedly turned hostile, leading to Universal pulling the plug.

In an open letter published on January 30 “to the artist and songwriter community”, Universal said it was concerned about “appropriate compensation” for artists and songwriters, and protecting artists from the harmful effects of AI, among other things.

Universal claimed:

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.

Universal knows its music is a key part of TikTok users’ experience. It likely wanted a deal that reflected its market dominance, such as one linked to instances of use and a cut of advertising revenue, rather than a lump sum payment.

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