TikTok announced today it has actually signed a new licensing contract with Sony Music Home Entertainment (SME) that will enable the short-form video app to continue to provide songs from Sony Music artists for use by creators on its platform. The contract will also see the business partnering on efforts to promote Sony artists, TikTok stated.
Deal terms were not specified. The broadened agreement will give TikTok’s creator community access to sound clips from Sony Music’s brochure of current hits, brand-new releases, emerging favorites, iconic classics, and deep cuts, TikTok noted in its statement.
This might show the business may together deal with advertising efforts that extend beyond just including Sony’s music clips– maybe, something like hashtag campaigns or branded effects that will allow much better music discovery or fan connections.
TikTok had currently struck short-term licensing deals with Universal, Sony, and Warner previously this year, reports suggested. This had actually allowed the labels more time to work out the particulars of their agreements with TikTok without having to yank their music from the platform in the interim.
According to a Signboard report, TikTok will now pay Sony a “significant boost” over its previous rights deal. TikTok has not yet announced comparable broadened handle other majors at this time.
Without going into details, the business likewise stated it would deal with Sony to support “greater levels of TikTok user customization and creativity” and “drive new and positive opportunities for fan engagement with SME’s artists and music.”
Though TikTok eventually had to increase its payments to labels, it’s not without working out the power of its own. The video app gives its side of the table a proven its capability to drive tracks up the charts and even make professions for more recent artists.
In addition to its hit-making capability, TikTok today alluded to its power in assisting artists to reach fans amidst a pandemic when their ability to host in-person shows is limited.