TikTok Signs Expanded Multi-Year Deal with Universal Music Group

TikTok has announced a new multi-year strategic licensing agreement with Universal Music Group (UMG). The deal, building on a 2024 partnership, ensures continued access to UMG’s extensive music catalog for use in TikTok videos and other platform features.

The agreement focuses on expanding opportunities for UMG artists and songwriters. It includes enhanced marketing and advertising support, as well as integration with TikTok Shop for ticket sales and merchandise promotions. A key component is stronger AI protections. TikTok and UMG will collaborate to remove unauthorized AI-generated music from the platform and improve artist and songwriter attribution.

TikTok has become a major driver of music discovery. According to the company, U.S. TikTok users are 74% more likely to discover and share new music than the average short-form video user. The platform also reported that 84% of songs reaching the Billboard 200 in 2024 first gained significant traction on TikTok.

The expanded partnership reflects the critical role social video platforms now play in the music industry. For UMG, the deal provides greater promotional reach and revenue streams while addressing concerns about AI-generated content that can undermine original artistry and compensation. For TikTok, securing major label agreements remains essential to maintaining its position as a leading platform for music-driven content creation.