Beef between two major media companies was made public yesterday (January 30), and the feud could have a noteworthy impact on the day-to-day content people consume.
TikTok and Universal Music Group have a licensing agreement that expires today, and this agreement allows UMG songs to appear on the TikTok platform and be utilized in videos from TikTok users. Negotiations on a new contract have apparently been going poorly, as indicated by the open letters both companies shared criticizing each other. If a new deal isn’t reached, music by UMG artists could soon leave TikTok.
Which UMG Artists Will Be Removed From TikTok?
Let’s start by looking at what UMG is: Broadly speaking, it’s a massive company that owns a ton of recognizable record labels, including but not limited to Interscope, Geffen, Capitol, Def Jam, Island, Polydor, Republic, and Virgin Music Group.
So, presumably, in the event that a new licensing agreement is not reached, all acts on those labels would see their music leave TikTok. That includes so many hit-making artists, like Taylor Swift, Drake, The Weeknd, Bad Bunny, SZA, Steve Lacy, Billie Eilish, Kendrick Lamar, Harry Styles, Rosalía, Ariana Grande, Justin Bieber, Adele, U2, Elton John, J Balvin, Pearl Jam, Bob Dylan, and Post Malone.
Those artists have an estimated 950 trillion streams between them (note: exaggerated estimate for comedic effect only), and a ton of beloved acts not even mentioned above are also under the UMG umbrella. So, should their music be wiped off of TikTok, it would be a noticeable loss for the platform’s users.
