Lastly, some excellent news for TikTok.

Amid EU investigations, and the pressured sell-off within the U.S., TikTok has introduced that it’s come to phrases with Common Music Group (U.M.G.) on a brand new multi-dimensional licensing settlement.

As per TikTok:

“The joint settlement marks a brand new period of strategic collaboration between the 2 organizations, constructed on a shared dedication to assist U.M.G.’s artists and songwriters obtain their artistic and industrial potential. By harnessing TikTok’s best-in-class know-how, advertising and promotional capabilities, U.M.G. and TikTok will ship improved remuneration for U.M.G.’s songwriters and artists, new promotional and engagement alternatives for his or her recordings and songs and industry-leading protections with respect to generative A.I.”

Common pulled its music from TikTok again in February, after negotiations on a brand new music licensing association reached an deadlock. Based on U.M.G., TikTok had supplied it far much less of a share than its earlier licensing association, whereas TikTok maintained that its worth to U.M.G. was extra important than the writer would acknowledge.

The tip end result was that music from U.M.G. artists, together with Taylor Swift, Adele, Drake, and Billie Eilish, disappeared from the app, whereas beforehand uploaded clips with U.M.G. music additionally fell silent.

However now, the 2 sides have been capable of set up a brand new settlement, which can see Common return as soon as once more, offering extra alternatives for artist promotion, and extra artistic potential for TikTok creators.

And actually, it’s a win-win for either side, even with out realizing the complete specifics of the deal, because of the worth that TikTok now offers for music promotion.

Certainly, a TikTok commissioned report revealed final November confirmed that TikTok customers are considerably extra prone to each uncover and share new music content material within the app, whereas 75% of its customers additionally discover new artists through TikTok clips.

As such, TikTok’s proper to worth its platform so extremely for writer collaborations, however on the similar time, that worth solely exists as a result of TikTok is ready to present connection to those artists. So every, actually, wants the opposite equally.

TikTok says that it’s going to now work with U.M.G. on new monetization alternatives by “using TikTok’s rising e-commerce capabilities.” TikTok additionally lately established a brand new in-stream ticket gross sales course of, in partnership with Ticketmaster (and CTS EVENTIM in Europe), whereas it’s nonetheless creating its in-app buying push, which it hopes to construct right into a key income stream.

Presumably, these new alternatives will contain tickets, and merch gross sales, and it’ll be fascinating to see how TikTok can combine extra alternatives for musicians through this route.

However the primary level of notice is that U.M.G. tracks are again, re-filling a major gap in TikTok’s soundtrack database.