BrandArena: Warner Music Group and TikTok Expand Licensing Agreement

Wednesday 19 July 2023

Warner Music Group and TikTok Expand Licensing Agreement

Warner Music Group and TikTok announced a broad collaboration, providing the popular video app access to the music label's catalogue and potentially new revenue options for artists and composers.

The agreement announced on Tuesday would deepen the two firms' cooperation by using TikTok's revenue generation and promotion capabilities and deepening artists' connection with the social media company's massive audience of enthusiastic music lovers, according to a joint statement.

As part of the agreement, Warner Music Group and TikTok will explore new strategies for utilising TikTok’s capacity for generating income and promoting content as well as its plethora of data. Along with additional options for collaboration with TikTok’s thriving brand partners, artists and songwriters will also have access to new fandom growth and monetization tools including merchandise, ticketing, and digital goods and services. Additionally, as part of the agreement, new and alternative economic models will be jointly developed.

Furthermore, the companies have agreed to a licensing deal for TikTok Music, the premium subscription streaming service that recently launched in Indonesia and Brazil, with plans for further growth in other markets.

The deal also paves the way for WMG artists and songwriters to leverage the unique promotional capabilities and engage with the growing community of users on TikTok’s sister video-editing app, CapCut.

Robert Kyncl, CEO, WMG said: “We are happy and excited for our next chapter together with TikTok. Through this expanded and significantly improved partnership for both companies, we can jointly deliver greater value to WMG’s artists and songwriters and TikTok’s users.”

Shou Chew, CEO of TikTok, said: “We are very excited to partner with Warner Music Group to create a shared vision for the future in which artists, songwriters, music fans and the industry can all benefit from the power of discovery on TikTok platforms.”

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