UMG and TikTok sign new multi-year licensing agreement

Under the agreement, TikTok users will continue to have access to UMG’s recorded music and publishing catalogue. The companies said the deal also seeks to strengthen engagement between creators and artists through technology and promotional tools.

The agreement builds on an earlier partnership announced in 2024 and includes provisions intended to expand marketing and advertising opportunities for UMG artists and songwriters. It also introduces broader access to e-commerce features and other artist-focused tools.

The companies said the deal extends previous commitments around artificial intelligence (AI), including measures intended to address concerns relating to unauthorised AI-generated content. UMG and TikTok said they will work together to identify and remove unauthorised AI-generated music from the platform while improving attribution for artists and songwriters.

The agreement will also cover collaboration on fan engagement initiatives and artist development programmes intended to support audience growth and artist discovery.

“We’re proud of the pioneering work we’ve done with TikTok to create wide-ranging benefits for our artists and songwriters,” UMG executive vice-president & chief digital officer Michael Nash said. “With this new agreement, we look forward to driving innovative new fan experiences, while further improving social media monetisation, and protecting and amplifying human artistry.”

TikTok global head of music business development Tracy Gardner said: “We're excited to take our partnership with UMG to the next level, and build on the strong foundation we've already created together for artists, songwriters and fans.

“TikTok is a unique platform where music discovery, culture and fandom intersect, and this agreement will help create even more opportunities for artists and songwriters to engage audiences, grow their communities and achieve career success on a global scale.”

The announcement comes as music companies and technology platforms continue to develop agreements addressing monetisation, artist development and the use of AI-generated content across digital platforms.