Songs by Drake, Olivia Rodrigo, Lady Gaga and other popular artists are once again available for creators to use in their videos on TikTok after Universal Music Group and the platform agreed on a deal earlier this month. Some of the label's catalog became available again on TikTok on Tuesday. Previously muted videos that used UMG tracks are also expected to have their sound restored. A spokesperson for TikTok declined to comment on Tuesday.
The move left some UMG-affiliated artists unsure about how to promote new music, as a large part of their marketing strategies relied on TikTok. After months of back and forth, the two parties struck a deal to bring UMG music back to the app. The agreement includes improved compensation for UMG songwriters and artists, promotional opportunities for them and 'industry-leading protections' regarding generative artificial intelligence, the companies said.
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