Universal Music Group (UMG) has struck a comprehensive deal with TikTok, allowing its impressive roster of artists, including Taylor Swift, Drake, and Olivia Rodrigo, to once again reach TikTok’s vast user base of over one billion. UMG had pulled its music from TikTok on February 1st following the expiration of the previous contract.

This new agreement is multi-dimensional, addressing various concerns, particularly regarding generative AI. Both TikTok and UMG pledge to collaborate on AI development, ensuring it respects human artistry and supports artists and songwriters economically. Furthermore, TikTok commits to removing unauthorized AI-generated music from the platform and enhancing artist and songwriter attribution.

Ole Obermann, TikTok’s Global Head of Music Business Development, expressed delight at UMG's return, emphasizing the importance of responsible AI development for fostering creativity while safeguarding human input.

Beyond reinstating UMG’s artists on TikTok, the deal offers new monetization avenues, capitalizing on TikTok’s expanding e-commerce capabilities. Additionally, TikTok plans to enhance artist tools, such as analytics and integrated ticketing, empowering creators to maximize their presence on the platform.

Both companies are working diligently to expedite the return of UMG artists to TikTok, marking a significant step forward in their partnership and reaffirming TikTok's commitment to supporting musical creativity while respecting artists' rights.