TikTok is trying to prove that it doesn’t need major label music – and the eyes of the industry are upon it.
An important story is emerging in Australia that could have far-reaching implications for the global music industry’s relationship with video giant TikTok.
As first reported by Bloombergand confirmed by multiple sources to MBW, some TikTok users in Australia no longer have the option of using some major label-licensed music in their videos.
In other words: TikTok has removed the music of the major record companies from its service for a small group of users in Oz.
Why? Our sources suggest that TikTok is aiming to use the results of the trial in their next round of record company licensing negotiations.
TikTok’s hope, we know, is to get rid of big label music will not has a profound effect on user engagement with the service. This then opens up a conversation about the true monetary value of licensing music from major record labels.
TikTok high-profile figures were spotted in Los Angeles this Grammy Week walking into the offices of major record companies, during negotiations between the two over the use of background music. This platform in the future will continue.
In a statement sent to MBW, a TikTok spokesperson confirmed that “some of our communities in Australia will not be able to access our full TikTok Audio Library at this time.”
The spokesperson added that “this will only affect certain types of music”, with the move coming to the name TikTok, “let’s analyze[s] how audio is accessed and added to video”.
TikTok also confirmed that some “audios”, which are currently restricted for use in Australia, will also be “mute” on videos that have been previously uploaded to the platform.
This news comes three months after a previous news bweaving looms report say Warner Music Corporation, Sony Music Entertainment And Popular music groupnegotiated with TikTok “all year” in 2022 for a share of its advertising revenue.
Such deals can guarantee large companies a guaranteed percentage of revenue generated on music-led TikTok videos.
EQUAL mention by MBW in July 2022, until now, professionals must reach a so-called ‘acquisition’ agreement with TikTok whereby the platform will pay a one-time payment to use licensed music on their services from the catalog of a major for a period of two years.
Some in the music industry argumentative that the copyright owner only licenses TikTok for videos under 30 seconds that serve as ads for appropriate monetized music by likes. Spotify or apple music.
Others in the industry argue that the popularity of music on TikTok is a key reason the platform has grown to such a large extent. more than 1 billion Global monthly active users.
by Bloomberg The story in November said that the big companies are “trying to reach an agreement before their contracts expire in the coming months”.
TikTok’s current license agreement with Popular music group was signed in February 2021, with Warner Music Corporation in January 2021 and with Sony Music in November 2020.
“We appreciate disappointment if a certain track isn’t available or if the audio is muted on a previous video.”
TikTok spokesperson
Here is TikTok’s full statement:
“Some of our communities in Australia will not be able to access our full TikTok Audio Library at this time.
“This will only affect certain and scheduled tracks while we analyze how audio is accessed and added to video, and work on ways to improve and enhance the Audio Library. broader.
“We appreciate disappointment if a certain track isn’t available or if the audio is muted on a previous video. This change won’t last long, and not all music will be affected. We look forward to restoring our full portfolio soon.”Global Music Business
