Universal Music Group (UMG) and TikTok have a new long-term agreement. The deal expands their partnership and takes direct aim at unauthorized AI-generated music.
What We Know: The companies signed a multi-year strategic licensing agreement, building on their May 2024 deal. That prior agreement had restored UMG’s full catalog to the platform. Under the new terms, both parties will expand marketing campaigns, boost e-commerce tools, and develop artist-centric resources. Additionally, the deal deepens collaboration around fan engagement and artist development on a global scale.
What They Said: Michael Nash, Executive Vice-President & Chief Digital Officer of Universal Music Group, said: “We’re proud of the pioneering work we’ve done with TikTok to create wide-ranging benefits for our artists and songwriters. 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.”
Tracy Gardner, Global Head of Music Business Development at TikTok, said: “We’re excited to take our partnership with UMG to the next level, and build on the strong foundation we’ve already created together for artists, songwriters and fans. 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.”
What Remains Unclear: Financial terms of the agreement have not been disclosed. Furthermore, the specific enforcement mechanism for removing AI-generated music remains undefined publicly. It is also unclear how attribution standards will actually be monitored at scale.
What It Means: This deal signals a sharper industry stance against unlicensed AI music. Notably, just one day prior, UMG and Spotify announced an AI remix tool for premium subscribers. Showing UMG is simultaneously monetizing AI while policing it. For artists, the outcome could mean better revenue visibility and stronger audience discovery tools. Ultimately, TikTok’s cultural influence makes this partnership one worth watching closely.
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Bethany Kent is a Music Radio Editor for Barrett Media. She spent nearly 20 years bringing radio to life on stages, across the airwaves, and through unforgettable listener experiences. Her career spans local markets including Providence, Philadelphia, and New York City, most recently serving as National Director of Music Initiatives for Audacy. From producing major live events like HOT 97’s Summer Jam to leading strategic national marketing initiatives, she has built a career at the intersection of music, media, and culture. She can be reached at bethany@barrettmedia.com.
