TikTok has struck a licensing deal with Sony Music Entertainment to make songs from its roster widely available across the short-form video app.
According to the announcement, issued Tuesday, the TikTok creator community will have access to sound clips from Sony Music’s massive library.
A spokesperson for TikTok in Sydney confirms content from Australia and New Zealand will be covered under the new arrangement.
TikTok and the major music company will work together to support greater levels of TikTok user personalization and creativity on the popular platform, and “drive new and forward-looking opportunities for fan engagement” with Sony Music’s roster.
Also, TikTok will partner on promoting Sony Music’s artists.
“Short form video clips have developed into an exciting new part of the music ecosystem that contribute to the overall growth of music and the way fans experience it,” comments Dennis Kooker, President, Global Digital Business and U.S. Sales, Sony Music Entertainment.
TikTok, adds Kooker, “is a leader in this space and we are pleased to be partnering with them to drive music discovery, expand opportunities for creativity and support artist careers.”
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It wasn’t long ago when Tiktok was considered the bane of the music industry.
A year ago, the National Music Publishers’ Association in the United States accused the Chinese company of copyright theft and raised the issue with Congress.
Soon after, APRA AMCOS called on TikTok to do the “right thing” by copyright owners and take out licences to “ensure music creators get paid for the use of their work.”
The TikTok executive team paid attention, and a worldwide licensing deal was struck earlier this year with Merlin, the independent music community’s digital rights agency.
Following the TikTok fueled explosion of Benee and other acts from the lands Down Under, its Australasian company launched a recruitment drive with no less than nine local roles advertised in January.
Since then, the likes of Ollie Wards (Director of Music) and Claire Robinson (Global Communications, Sydney) have joined the company. Australian-born, U.S.-based exec Vanessa Pappas is running the global business as interim head.
TikTok is the “hot new social network,” particularly with young Australians, according to market research firm Roy Morgan, which reports more than 1.6 million Australians visit the website or use the app in an average month.
“We are thrilled to enter into this agreement with Sony Music so that we can continue to work together to connect the incredible roster of Sony artists in the U.S. and across the globe to new audiences and harness the power of TikTok,” comments Ole Obermann, Global Head of Music for TikTok, on the new deal.
“Especially during this time when the artist community is challenged to find new ways to reach fans with their music, we are committed to working together to do just that.”