- TikTok signed a new licensing agreement with sony music
- The terms of the deal were not specified
- You can now access sound clips from Sony Music
TikTok is once again ready with another bombshell. This morning it has signed a new licensing agreement with Sony Music Entertainment (SME). This will allow the video app to continue to offer songs from SonyMusic artists.
The agreement will see companies partnering efforts to promote Sony artists, TikTok said. However, the deal terms were not specified. The new agreement will give creators access to sound clips from Sony Music’s catalogs.
It includes current hits, new releases, emerging favorites, iconic classics, and deep cuts. The company would work with Sony to support “greater levels of TikTok user personalization and creativity”. It will “drive new and forward-looking opportunities for fan engagement with SMEs artists and music”.
More about the agreement
The companies will work together on promotional efforts. This extends beyond just featuring Sony’s music clips. Things like hashtag campaigns or branded effects that will enable better music discovery or fan connections. Tiktok had already struck short term licensing deals earlier this year.
This includes Universal, Sony, and Warner as reports indicated. As per a Billboard report, TikTok will now pay Sony a “notable increase” over its previous rights deal. TikTok has also announced similar expanded deals with other major labels.
Though the company has to increase its payments to labels. The video app will track the charts. Nielsen last year said that no other emerging app had helped break more songs than TikTok. It then pointed to the year’s most listened to on-demand songs.
“Old Town Road”, “Sweet But Psycho”, and “Slow Dancing in the Dark” are examples of TikTok’s marketing power. Billboard also noted that TikTok helped drive hits from Sony artists. For instance Doja Cat and 24kGoldn.
The new Sony deal will wrap in artists like Vampire Weekend, Harry Styles, Michael Jackson, and others. In front of TikTok Spotify just launched a new promotional marketing tool. It will allow them to better capitalize on TikTok-driven trends.
The release came about shortly after a TikTok viral video sent Fleetwood Mac’s classic “Dreams”. It hit the no.1 position on the charts on both Spotify and Apple Music.
