Warner Music’s newly-signed multi-product deal with the rapidly-growing video platform will license the repertoire of Warner Recorded Music and Warner Chappell Music to TikTok, TikTok Music, CapCut, and TikTok’s commercial music library to cement a partnership and collaboration between the two companies.
“We are happy and excited for our next chapter together with TikTok. Through this expanded and significantly improved partnership for both companies, we can jointly deliver greater value to WMG’s artists and songwriters and TikTok’s users,” Robert Kyncl, CEO of Warner Music Group, said in a statement.
WMG is eyeing new revenue and marketing opportunities for its own artists and songwriters as they make inroads into TikTok’s global music fan base. As part of the deal, WMG artists and songwriters will be able to work with TikTok’s brand partners, and secure new revenues from merchandise, ticketing, and digital goods and services, among other opportunities.
Additionally, the companies have agreed to a licensing deal for TikTok Music, the premium subscription streaming service recently launched in Indonesia and Brazil, with plans for further growth in other markets. WMG has been working to grow its subscription and ad-supported streaming platforms revenues.
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