BlockByBlock
After a 10-week absence from the platform, Taylor Swift’s music has made its way back to TikTok. However, it’s not all of her music – only her more recent songs and "Taylor’s Version" cuts are available on the app.
The Backstory: A Licensing Agreement Gone Sour
Taylor Swift’s music, along with that of other artists signed to Universal Music Group (UMG), was pulled from TikTok when the two parties were unable to come to a renewed licensing agreement. UMG accused TikTok of trying to "bully" them into accepting a deal worth less than their previous one.
UMG’s Press Release: A Scathing Indictment
In a press release, UMG framed its refusal to come to an agreement with TikTok as a means of standing up for emerging artists. The label accused TikTok of using its platform power to hurt vulnerable artists and try to intimidate them into accepting a bad deal.
"How did [TikTok] try to intimidate us? By selectively removing the music of certain of our developing artists, while keeping on the platform our audience-driving global stars," UMG wrote. "TikTok’s tactics are obvious: use its platform power to hurt vulnerable artists and try to intimidate us into conceding to a bad deal that undervalues music and shortchanges artists and songwriters as well as their fans."
The Unique Case of Taylor Swift
Taylor Swift is in a unique position among her peers. After contractual disputes with her record label, Swift has been re-recording her old albums to reclaim ownership of the songs. Her "Taylor’s Version" recordings are back on TikTok, but songs from records like "Reputation," which doesn’t yet have a "Taylor’s Version," are still absent from the platform.
The Timing of Swift’s Return: A Marketing Move?
The timing of Swift’s return to TikTok isn’t a coincidence. Next week, Swift will release her new album, "The Tortured Poets Department." Even artists as huge as Swift aren’t immune to the necessity for social media marketing – and if fans can’t make TikToks using sounds from the new record, the album might be… slightly less ubiquitous?
A Win-Win Situation: Engagement for Both Parties
The partnership between UMG and TikTok is beneficial for both parties. With a fanbase like Swift’s, it’s inevitable that numerous audio trends will emerge from the album – and TikTok won’t want to miss out on that engagement, especially since Reels will have access to the music anyway.
UMG’s Plans: A Broader Impact?
Universal Music Group plans to pull its song catalog from TikTok in a move that could have broader implications for the music industry. With artists like Billie Eilish, BTS, Ariana Grande, and Olivia Rodrigo under their umbrella, UMG is sending a message to other platforms: they won’t be bullied into accepting bad deals.
What’s Next?
As the situation between UMG and TikTok continues to unfold, one thing is clear – the music industry is at a crossroads. With artists like Swift taking control of their own master recordings and labels pushing back against unfair licensing agreements, it remains to be seen what the future holds for the platforms that rely on their content.
Timeline of Events:
- October 2023: UMG accuses TikTok of trying to bully them into accepting a bad deal
- November 2023: Taylor Swift’s music is pulled from TikTok due to licensing agreement issues
- December 2023: UMG publishes scathing press release accusing TikTok of using its platform power to hurt vulnerable artists
- January 2024: Taylor Swift returns to TikTok with her more recent songs and "Taylor’s Version" cuts
