Taylor Swift’s return to TikTok is undermining Universal Music Group’s continued sparring with the social media app over artist royalties, an industry expert who spoke with The Wall Street Journal said.
Swift recently brought her music back to the platform after UMG pulled it in January due to an ongoing fight between the music publisher UMG and TikTok.
UMG accused TikTok of trying to stiff its artists out of fair compensation and said it offered a “fraction of the rate” that other platforms have provided for licensing. It also complained about promoting AI music on TikTok, saying that AI-generated content threatens its artists.
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After UMG and TikTok failed to reach an agreement on January 31 and the music publisher’s contract expired with the social media company, UMG music — which includes the work of artists like Drake, Olivia Rodrigo, Beyoncé, and Doja Cat — was removed from the site. According to a report from The Wall Street Journal, Swift was initially on board with UMG’s move.
However, people familiar with the matter told the Journal that the star’s team approached UMG about allowing TikTok to use her music once again. Swift’s camp plans to use the app to promote the upcoming release of her album, “The Tortured Poet’s Department.”
Per the Journal, the label was surprised by Swift’s 180.
UMG tried to dissuade Swift’s team, but Swift returned to TikTok despite its pleas — unlike most artists under the group, Swift’s contract allows her to work directly with TikTok, the Journal reported.
“Universal can’t claim they’re winning a fight Taylor doesn’t want a part of,” Bill Werde, the director of Syracuse University’s music business program, told the Journal. “The fact that this all-powerful artist who has this track record of fighting for artists is saying, ‘No, I want to be back on the platform,’ it’s very damning to Universal’s argument.”
TikTok and UMG have yet to agree on a contract suitable for both companies. TikTok accused UMG of putting “their own greed above the interests of their artists and songwriters” when it pulled music from the platform — a powerful marketing tool for musicians big and small.
“Despite Universal’s false narrative and rhetoric, the fact is they have chosen to walk away from the powerful support of a platform with well over a billion users that serves as a free promotional and discovery vehicle for their talent,” TikTok previously said in a statement to Business Insider.
UMG, TikTok, and a representative for Swift didn’t respond to requests for comment from Business Insider sent outside regular business hours.
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