Universal Music Group (UMG) and TikTok are deepening their partnership with a new multi-year global licensing agreement designed to create more opportunities for artists, songwriters and creators while strengthening safeguards against unauthorized AI-generated music.
Announced on May 22, the agreement builds on the companies’ 2024 partnership and ensures TikTok users will continue to have access to UMG’s extensive catalog of recorded music and publishing rights. Beyond keeping popular songs on the platform, the deal introduces expanded promotional, marketing and commerce tools aimed at helping artists connect with fans and grow their careers.
The agreement reflects the increasingly important role TikTok plays in the music industry, where viral trends have helped launch new artists, revive catalog hits and shape the global music charts. For Universal, home to some of the world’s biggest recording artists, the renewed partnership provides another avenue for music discovery while creating additional revenue opportunities.
Among the agreement’s biggest priorities is protecting artists in the age of artificial intelligence. UMG and TikTok say they will continue working together to identify and remove unauthorized AI-generated recordings that mimic artists without permission. The companies also plan to improve music attribution systems so songwriters and performers receive proper credit for their work.
The deal also expands artist-focused marketing initiatives, allowing musicians to take advantage of enhanced advertising campaigns, e-commerce features and fan engagement tools available on TikTok. Company executives say the partnership is designed to help both established stars and emerging talent build stronger relationships with audiences worldwide.
“We’re proud of the pioneering work we’ve done with TikTok to create wide-ranging benefits for our artists and songwriters,” Michael Nash, executive vice president and chief digital officer of Universal Music Group, said in a statement. “With this new agreement, we look forward to driving innovative new fan experiences, while further improving social media monetization, and protecting and amplifying human artistry.”
TikTok also emphasized the platform’s growing influence as a destination for music discovery.
“We’re excited to take our partnership with UMG to the next level,” said Tracy Gardner, TikTok’s global head of music business development. “TikTok is a unique platform where music discovery, culture and fandom intersect, and this agreement will help create even more opportunities for artists and songwriters to engage audiences, grow their communities and achieve career success on a global scale.”
As streaming, social media and AI continue reshaping the music business, the renewed alliance signals both companies’ commitment to balancing technological innovation with artist protections. By combining expanded promotional opportunities with stronger AI safeguards, UMG and TikTok are positioning the partnership to support creators while enhancing how fans discover and experience music around the world.