Universal’s Music Isn’t on TikTok, But Artists Keep Using It Anyway

on TikTok. Post Malone is signed to Mercury/Republic Records, Universal Music Group labels, and UMG’s catalog has been unavailable on TikTok since the start of February. This means that preexisting videos made with his hits now play without sound, and users can’t make new clips with his recordings.

“It’s not, ‘TikTok’s gone, so I’m going to go on Shorts,’ ” Spinelli continues. “It’s, ‘The masters are gone from TikTok; how can I still get my music out?’ ” It’s also not clear that Reels and Shorts are even trying to challenge TikTok in the way they once did. When the two platforms were launched in 2020, they both seemed positioned to compete for TikTok’s market share — the app had recently been banned in India, and President Donald Trump was threatening to do the same in the United States.

Reels and its parent company, Meta, have also made significant changes over the last 12 months. In 2023, the companythe bonus system it had put in place to financially incentivize creator activity. A couple of months later, Meta launched another platform, Threads.

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