Universal Music Group has pulled all of their tracks from TikTok, meaning classics from the likes of Taylor Swift, Harry Styles and The Weeknd are no longer accessible. Since TikTok is a heavily music-based platform, this leaves questions over their future as we know it.
Universal released a statement on 30 January 2024 explaining why they have called time out on TikTok. They claimed that TikTok had failed to reach a deal that provides “appropriate compensation for our artists and songwriters, protecting human artists from the harmful effects of AI, and online safety for TikTok’s users”. Universal claimed that TikTok attempted to “bully” them into a deal worth less than their previous agreement, which is not reflective of their exponential growth. They did this by selectively removing the music of certain developing and up-and-coming artists while keeping audience-driving global stars on the platform.
TikTok is a huge platform with over a billion users. It gains most of its traction through trending music and accompanying dances. It’s common knowledge that Taylor Swift is one of the most famous musicians in the world, who has a major influence on her fans. The removal of her music may lead to a decrease in Swifties, along with other users who may leave the app in solidarity with their favourite artists, who Universal claims are not receiving “appropriate compensation”.
The removal of her music may lead to a decrease in Swifties, along with other users who may leave the app in solidarity with their favourite artists.
TikTok is also an important platform for up-and-coming artists. Many artists have blown up on TikTok overnight. Lots of recognisable artists are said to ‘owe their career’ to TikTok. Doja Cat was already well known for some songs that hit the charts, but it was her song ‘Say So’ going viral on TikTok that led her to the top of the charts and to becoming one of the biggest names in the music industry. A decline in users of the app, because of the attraction of well-known music being removed, could lead to new musicians feeling unmotivated to start posting on TikTok – as the same level of fame and attention will no longer be as accessible.
It seems as though TikTok has tried to build a music-based business, without paying fair compensation. Universal’s stand against this is likely to lead to a decline in its success – with new and existing music reaching much smaller audiences as attraction to the app slowly fades.
