TIKTOK VS UMG: THE MUSIC WAR NO ONE ASKED FOR

You know that feeling when your favorite song pops up on TikTok and you get amped to make your own viral video? Well get ready for some serious FOMO, because the music party on TikTok just got shut down. Out of nowhere, TikTok just removed all songs and videos from major artists like Taylor Swift, BTS, Drake, and Olivia Rodrigo. Yep, anything licensed by Universal Music Group is gone for now.

Apparently, TikTok and UMG couldn't agree on a new deal, so UMG pulled all their artists. No more rocking out to Billie Eilish or getting your dance on to Doja Cat. UMG says TikTok doesn't pay artists enough and allows too much AI-created music. But TikTok clapped back, accusing UMG of "greed." Who knows how long this music war will last, but one thing's for sure - fans aren't happy about it. So get ready to hum along or use weird sound effects for your next viral hit.

UMG Pulls Music From TikTok as Licensing Deal Expires

The clock struck midnight on January 31st and just like that, TikTok’s music library was gutted of anything owned or distributed by Universal Music Group. We’re talking about some of the biggest artists and songs that fueled TikTok’s rise.

Want to use that new Doja Cat or Justin Bieber track to soundtrack your latest dance or comedy bit? Too bad. Unless TikTok and UMG kiss and make up, those songs are off limits. UMG claims TikTok wasn’t paying artists their fair share and was actively promoting AI-generated music on the platform.

Artists Feel the Squeeze

In a video, singer-songwriter Noah Kahan said he’s “not gonna be able to promote my music on TikTok anymore.” Kahan’s signed to UMG’s Republic Records and credits TikTok with launching his career, even earning him a Grammy nod this year for Best New Artist. Fans turned snippets of his songs into viral TikTok sounds, rocketing up the charts.

TikTok’s accusing UMG of greed and not caring about their artists or songwriters. According to music analyst Tatiana Cirisano, “UMG is kind of taking the nuclear option of removing all their music and trying to prove ... that TikTok couldn't exist if it didn't have their catalog.”

No doubt, TikTok’s massive popularity has relied heavily on music. New artists have used TikTok to find fame. But UMG argues TikTok’s not properly paying or crediting music creators, even developing tools to generate AI music on the platform.

While fans are caught in the middle, the music industry’s watching closely. If UMG gets their way, it could mean higher payouts for artists across streaming services and social platforms. But if talks collapse, some of the biggest names in music may abandon TikTok for good. Here’s hoping these giants work it out, for the sake of both artists and fans.

Major Artists Like Taylor Swift and Drake Impacted by Removal

When UMG pulled their music from TikTok, some of the biggest names in music were affected. Artists like Taylor Swift, Drake, and BTS have massive followings on TikTok, with fans using their songs to create viral dance challenges, lip-sync videos, and comedy sketches.

With Swift's music removed, the #taylorswift hashtag is essentially useless. Her songs like "Shake It Off," "You Belong With Me," and "Love Story" have soundtracked millions of TikToks. Swift has over 3 million followers on the platform, even though she doesn't have an official account. For many young fans, TikTok was their introduction to her discography.

Drake is one of the most popular musicians on TikTok, with songs like "Toosie Slide" and "Nonstop" generating billions of views in dance challenges and memes. His 2018 hit "In My Feelings" inspired the viral "Kiki challenge" on TikTok. Drake has leveraged TikTok to promote his music, so losing access to that audience and marketing tool is a major blow.

Global supergroup BTS also has an enormous presence on TikTok, with the #bts hashtag generating over 10 billion views. Their devoted fans, known as the BTS ARMY, fuel constant streams of dance covers, reaction videos, and comedy clips featuring the group's music.

While UMG and TikTok continue their standoff, many rising artists who found fame on the platform now face the loss of their biggest promotional tool. For music fans, not having access to songs that soundtrack their lives and inside jokes is disappointing. Here's hoping the two sides can come to an agreement, so artists and audiences alike can get back to connecting through music on TikTok.

TikTok Accuses UMG of Greed Over Licensing Dispute

As UMG pulled their artists’ music from TikTok, the social media platform fired back, accusing the label giant of prioritizing profits over their own artists. In a statement, TikTok said UMG’s actions were “reflective of a music industry grappling with a platform that has empowered creators and given them opportunities.”

TikTok argued that UMG’s demands would “harm many emerging artists promoting their music on the platform.” The company pointed out that many artists have built careers on TikTok, gaining exposure for their music in front of TikTok’s huge Gen Z audience. “We are disappointed that UMG has decided to promote false narratives and rhetoric about TikTok that put greed above the interests of their artists and songwriters,” TikTok said.

The spat highlights the tensions between record labels and social media companies. Labels want greater control and compensation as platforms like TikTok become a major way for fans to discover and share music. But platforms argue their tools provide valuable exposure, especially for up-and-coming artists. “This public dispute between UMG and TikTok shows the complex dynamics between creators, rights holders, and platforms in today’s digital media landscape,” said Midia Research’s Tatiana Cirisano.

Noah Kahan, an UMG artist with several hit songs on TikTok, criticized the decision to pull music from the platform. In a video, Kahan said “I won’t be able to promote my music on TikTok anymore. But luckily I’m not a TikTok artist, right?” Kahan’s comments highlight the fact that while UMG may want greater profits from TikTok, their actions could end up hurting artists by limiting their ability to reach fans on the fast-growing platform. The licensing dispute is a sign of the wider debates around how to compensate artists fairly in a world where music discovery and sharing happens on social apps. Resolving these issues will require cooperation between labels and platforms to support both emerging and established artists.

What the TikTok-UMG Fight Means for Artists and Fans

The ongoing dispute between TikTok and UMG will undoubtedly impact both artists and their fans who use the platform. For emerging artists like Noah Kahan, TikTok has been instrumental in helping them gain exposure and build an audience. Without the ability to promote their music on TikTok, these up-and-coming acts may struggle to get discovered by new listeners. At the same time, TikTok’s user base has come to expect constant streams of new music and dance challenges.

For lesser-known artists, TikTok serves as a launch pad to share their music with potential new fans. Short-form video apps are ideal for surfacing under-the-radar songs that can go viral. When fans enthusiastically adopt a new track, it leads to more streams, downloads, and visibility for the artist. If these artists can no longer tap into TikTok’s platform, their ability to organically reach new audiences will be hampered.

TikTok’s community thrives on music-centered challenges, duets, reactions, and memes. Without access to UMG’s catalog of hit songs, TikTok may see a decline in music-fueled video trends. For avid TikTok users, this could make the app less engaging and fun. The social platform and UMG will need to come to an agreement to keep these music-driven challenges and community connections alive.

Both TikTok and UMG have incentives to strike a new licensing deal, despite the public call-outs and finger-pointing. TikTok does not want to alienate its music-loving users and community, while UMG seeks to maintain visibility for its artists. A compromise that properly compensates artists and songwriters while still allowing emerging acts to leverage TikTok’s platform would be the ideal solution. The music industry and social platforms will need to find a way to sustainably co-exist and support each other. With pressure from creators and fans, TikTok and UMG will likely feel compelled to get back to the negotiating table.

The TikTok vs UMG Music War: FAQs

What happened?

TikTok and Universal Music Group (UMG) couldn’t agree on the terms for a new licensing deal, so UMG pulled all of its music from TikTok. That means no more songs from artists like Taylor Swift, The Weeknd or Billie Eilish on TikTok. UMG wants TikTok to pay more to use its music, but TikTok thinks UMG’s demands are unreasonable.

How will this affect TikTok users?

If you frequently use popular music in your TikTok videos, you’ll have to find alternative songs or instrumentals. Some creators may lose views or followers if they rely heavily on trending songs. However, TikTok has deals with other major labels like Sony and Warner, so their music is still available. TikTok is also working on making more original music and sounds available for users.

Will TikTok and UMG make a new deal?

There’s a good chance TikTok and UMG will eventually come to an agreement, but the terms may change. UMG likely wants TikTok to share more revenue from videos that use its music. TikTok could also restrict how UMG’s music is used to gain more control. For now, both companies are taking a hard stance, but compromising in the future is in their best interests.

What can I do?

As a TikTok user, your options are limited. You can continue creating videos without UMG music, use songs from other labels, or take a break from TikTok until this conflict is resolved. As an artist, you may want to consider how much control you have over your music on platforms like TikTok and whether your label’s policies align with your goals. The music industry is still adapting to streaming and social media, so disputes like this may shape future deals.

Don't you just hate when your favorite songs are suddenly taken away from you? As a TikTok user, I get it. I've made and shared countless videos featuring UMG artists. Their music is catchy, fun, and perfect for the TikTok vibe. But now, without warning, UMG has stripped their catalog from the platform.

I'm bummed not to have Nicki Minaj, Drake, and all my faves at my fingertips anymore. And I feel for the artists too. Most of them had no say in this. Just when TikTok was helping them find new fans, UMG has pulled the plug.

No doubt this music war will rage on. But here's hoping the suits can settle it fast. In the meantime, I'll be scouring TikTok for great new tunes. There's always an up-and-coming artist ready to blow up. But UMG, you'll be missed. Hurry back! We need our music!