TikTok inks global licensing deal with Sony Music

By Emmanuel Legrand

 

Short-form video app TikTok has signed a new licensing agreement with Sony Music Entertainment (SME), giving the short-form video app access to SME's recorded music catalogue. The two companies had signed in April a short-term, temporary agreement, while negotiations were going on between the two parties to discuss a more complete deal. 

 

  At this stage, this is the only long-term licensing deal TikTok has in place with a major company. Universal Music Group or Warner Music Group also signed short-term licensing deals in April with TikTok but have not yet announced a long term agreement. TikTok has also previously sealed a settlement and an agreement with music publishing organisation the National Music Publishers' Association (NMPA) in the USA. TikTok also has an agreement in place with Merlin, the licensing agency for the independent music community. 

 

  In an interview with Bloomberg, TikTok's Global Head of Music Ole Obermann said that the platform's relationship "with all of the majors, Sony included, is getting better and better." He added that as the service was growing, TikTok believed that it should "share value with the music industry.” “As we grow, the value of the industry should grow,” said Obermann. 

 

Connect Sony Music artists with TikTok users

 

  TikTok said the SME deal will provide the service with "access to sound clips from Sony Music’s massive catalogue of current hits, cutting edge new releases, emerging favorites, iconic classics and deep cuts from every genre of music for use in their TikTok content." 

 

  In addition, TikTok and Sony Music will "work together to support greater levels of TikTok user personalisation and creativity on the platform, and drive new and forward-looking opportunities for fan engagement with SME’s artists and music."

 

  For Dennis Kooker, President of Global Digital Business and US Sales at Sony Music Entertainment, short form video clips "have developed into an exciting new part of the music ecosystem that contribute to the overall growth of music and the way fans experience it. TikTok is a leader in this space and we are pleased to be partnering with them to drive music discovery, expand opportunities for creativity and support artist careers."

  Added Obermann: "We are thrilled to enter in to this agreement with Sony Music so that we can continue to work together to connect the incredible roster of Sony artists in the US and across the globe to new audiences and harness the power of TikTok."

 

> TikTok officially became a Friend of AIM Member, the initiative from the UK's Association of Independent Music (AIM), which allows businesses in the wider landscape to connect with, support, and do business with the UK independent music community. As part of the agreement TikTok has already partnered with AIM on a series of masterclasses for AIM Members and presented to AIM’s Digital Committee. AIM said this activity will be extended across the year with TikTok offering AIM Members help, support and access to best practice resources and expertise. TikTok is the latest company to become a Friend of AIM.

  “We’re delighted to be connecting TikTok with the independent music sector through this partnership," said Paul Pacifico, CEO of AIM. "Music is now an integral part of TikTok's identity with many independent artists already boasting huge success on the platform. It is very positive to see TikTok’s willingness to engage and interact with our world-leading sector to help to ensure that our community of digitally-savvy creative entrepreneurs can leverage the platform effectively for successful campaigns.”

  For Paul Hourican, UK Head of Music Operations at TikTok, the partnership "underlines our support and commitment and will enable ever closer links, future partnerships and even more standout music campaigns with the community AIM represents.”