- Taylor Swift's music is back on TikTok, even as UMG struggles to secure new deals for the artist.
- The Wall Street Journal reported that UMG was surprised by Swift's move.
- While negotiations have stalled, Swift may have undermined the publisher's fight. Industry experts spoke.
Taylor Swift's return to TikTok is undermining Universal Music Group's ongoing battle with the social media app over artist royalties, industry experts say. The Wall Street Journal reported.
Swift recently brought her music back to the platform after UMG pulled the platform in January due to an ongoing dispute between music publisher UMG and TikTok.
UMG accused TikTok of trying to make artists pay fair compensation, saying it was offering a “fraction of the fees” that other platforms offer for licensing. He also complained about the promotion of AI music on TikTok, saying AI-generated content threatens artists.
UMG Music, which includes work by artists such as Drake, Olivia Rodrigo, Beyoncé and Doja Cat, will be released after UMG and TikTok failed to reach an agreement on January 31, causing the music publisher's contract with the social media company to expire. Removed from site. . The Wall Street Journal reported that Swift initially supported UMG's move.
But people familiar with the matter told the Journal that the star's team approached UMG about permission to use her music on TikTok again. Swift's camp plans to use the app to promote her upcoming album, “The Tortured Poets Department.''
According to the magazine, the label was surprised by Swift's 180.
UMG tried to dissuade Swift's team, but Swift returned to TikTok despite their pleas — unlike most of the group's artists, Swift's contract allows her to work directly with TikTok. is recognized, the magazine reported.
“Universal cannot claim to have won a battle that Taylor doesn't want to be a part of,” Bill Verde, director of Syracuse University's music business program, told the Journal. “The fact that this all-powerful artist with a track record of fighting for artists is saying, 'No, I want to go back to the platform,' is very damning to Universal's case.”
TikTok and UMG have not yet agreed to a deal that suits both companies. TikTok accused UMG of “putting its own desires ahead of the interests of artists and songwriters” when it removed music from the platform, which is a powerful marketing tool for musicians big and small.
“Despite Universal's false narrative and rhetoric, the fact is they have chosen to walk away from the strong support of a platform with well over 1 billion users that serves as a means of free promotion and discovery for talent. That’s it,” TikTok said. He previously said in a statement to Business Insider.
Representatives for UMG, TikTok, and Swift did not respond to requests for comment from Business Insider sent outside of normal business hours.
