UMG decision attempts to gut music from Tik Tok, causing chaos
The time has run out for TikTok to be a vessel for music artists both unknown and famous alike. Universal Music Group, more commonly known as UMG, announced its recorded music would be withdrawn from the popular service after both parties were unable to compromise on licensing terms. Equitable compensation for artists, safety of creators, along with their protection from AI were terms included in the proposed agreement. Already in effect, the termination of this agreement occurred on January 30. Due to TikTok being catered to singers and songwriters, UMG released a statement addressed to this community titled “Why We Must Call Time Out on TikTok.” In their letter, UMG said that, “TikTok is trying to build a music-based business, without paying fair value for the music.” Ultimately, the deal failed to be sealed, and the removal of many audios is making many users lose interest in the app.
But amidst the drama lies the irony: how is a music-based app going to hold popularity now that its foundation has been stripped away? Many artists on UMG labels are noteworthy names including Taylor Swift, The Weeknd, Billie Eilish, Harry Styles, and more. However, without competition from these household names, many smaller artists not on UMG labels have a chance in the limelight, allowing them a chance to promote their music without being overshadowed by those already established in the industry. However, these small artists aren’t the only ones with endorsement attributed to TikTok. Although many artists have prominence prior to beginning their platforms on TikTok, the social media app only grew their popularity. For many users, new music and media is discovered through TikTok as new trends come to light, often accompanied by previously unknown songs. This music is often transferred to streaming services following its popularity on TikTok, allowing the artists to bring in significantly more profit.
On the flip side, those who use others’ music for their own creative expression no longer have that at their disposal, making content creation harder. Over the years, a myriad of artists and genres have been popularized through TikTok’s platform. What once was a dancing app has evolved into something much more and has now instituted more ways for creators to express themselves, one of the main ways being through music. Now that this vessel of creativity has been limited, it prevents many possibilities for innovative ideas from being brought to life.
But as with many jurisdiction efforts, there’s always a loophole. Tapping into techniques such as audio replication and working within the features of TikTok, users are finding a way around this setback. Along with this, individuals have exercised more creativity, constructing parody audios in replacement for those that have been removed. These new audios and tactics are just one of the ways users will find a way around the chaos that has once again ensued with TikTok, and will surely not be the last.
by Madison Malecki
Published February 26 2024
Oshkosh West Index Volume 120 Issue V