UnitedMasters has reached a new multi-year licensing deal with TikTok. News of the deal comes a few weeks later Bulletin board broke the news that TikTok “walked out” of talks to renew its license with Merlin, a collective that negotiates digital licensing deals for more than 30,000 indie labels and distributors.
Instead, TikTok noted that it wanted to work out deals with most of the labels and distributors individually, and cited previous issues with Merlin members delivering “fraudulent content” as the reason they didn't renew Merlin. Merlin read the move as TikTok “fragmenting” its members to try to “minimize” licensing payments for indie music.
UnitedMasters – which has worked with more than 2 million independent artists, including FloyyMenor, Brent Faiyaz, BigXthaPlug, Tobe Nwigwe and Anycia – will include its full, extensive catalog in the new deal. The deal will also provide additional commercial opportunities for UnitedMasters artists through TikTok's Commercial Music Library.
A press release says that TikTok and UnitedMasters “share the vision and understanding that the commercial use of music across platforms offers significant revenue and promotional opportunities for artists” — and that access to TikTok's Commercial Music Library will give UnitedMasters access to new revenue and promotional streams for their talent.
Beyond TikTok, licensing music for commercial purposes is a critical focus for UnitedMasters. In the past, he has landed artist deals with major brands such as Bose, Walmart, ESPN, Coca-Cola, IKEA, Dove and more.
“Our partnership with TikTok gives UnitedMasters artists unparalleled access to a massive global audience, while TikTok creators and users gain early exposure to some of the most impressive independent music today,” he said. Steve Stoutefounder/CEO of UnitedMasters, in a statement. “TikTok recognizes the power of music and creativity, so we're excited to make this partnership official.”
“TikTok has proven to be a launch pad for artists, turning viral moments into chart-topping hits,” added Stoute. “With this partnership, I look forward to seeing our artists thrive on TikTok and expand their reach and influence in the music industry. We are building a future where they can own their success and develop their careers on their own terms.”
“We want to make the world's best music available to our global community of over a billion music lovers,” he added. All ObermanHead of Music Business Development at TikTok. “That's why we're so excited to sign a direct deal with a prominent independent label like UnitedMasters, with its deep, diverse roster of independent artists. Together, we are ready to amplify these voices and bring their music to a global stage, unlocking new opportunities for discovery.”
Merlin's license with TikTok is set to expire on October 31. Labels or distributors who have not reached an individual agreement with TikTok by then will become unlicensed and removed from the platform.
from our partners at https://www.billboard.com/pro/unitedmasters-signs-tiktok-deal-merlin-negotiations-collapse/