Recently gone to upload a TikTok and noticed your favourite trending sound has disappeared? Blame it on the on going UMG TikTok feud!
If you haven’t heard already, Universal Music Group has removed its entire music catalog from the app, and just like that thousands of your favourite artists from Drake to Taylor Swift have vanished.
UMG claims they will remove its entire music catalog due to ‘TikTok trying to build a music-based business without paying fair value for the music’, following on from this their deal with TikTok soon expired resulting in the app removing access to any Universal owned songs.
So how will this affect all of us trying to go viral? Effectively millions of videos will be affected by Universals withdrawal, resulting in soundless TikToks.
Not only is this a major inconvenience for the public, but it could also be a major potential downfall for any UMG musicians. The power of TikTok is real and has greatly impacted many songs from Old Town Road to Drivers License and more. However, TikTok has licensing deals with other music companies such as Warner Music who host giant artists such as Dua Lipa, Madonna and more!