Warner Music Group announced that it has entered into a licensing agreement with popular Chinese short-video app, TikTok. This is the same company responsible for managing artists like Radiohead, AC/DC, and Madonna.
TikTok & Warner Music
TikTok and Warner Music Group have unveiled a comprehensive partnership that will have far-reaching benefits for both WMG's artists and songwriters, as well as TikTok's massive user base exceeding one billion worldwide. According to a report from Reuters, the agreement grants TikTok access to the extensive list of Warner Recorded Music and Warner Chappell Music.
This agreement marks a significant step forward in the partnership, collaboration, and innovation between the two companies, and extends to TikTok Music, CapCut, and TikTok's Commercial Music Library.
As per WMG's Chief Executive Officer Robert Kyncl, "We are happy and excited for our next chapter together with TikTok. Through this expanded and significantly improved partnership for both companies, we can jointly deliver greater value to WMG's artists and songwriters and TikTok's users."
Meanwhile, TikTok CEO Shou Chew shared his excitement about the collaboration with WMG, establishing a collective vision that embraces the potential of TikTok platforms for artists, songwriters, music enthusiasts, and the industry at large.
This partnership aims to unlock the power of discovery, ensuring that everyone involved can reap the benefits and opportunities offered by TikTok's platforms.
Strengthening Artists' Opportunities, Company Revenue
It will not only generate fresh revenue and marketing avenues but also provide valuable insights for WMG's artists and songwriters. Additionally, it will strengthen the connection with TikTok's vast audience of enthusiastic music enthusiasts.
Under the agreement, PR Newswire reported that WMG and TikTok will explore innovative approaches to leverage TikTok's ability to generate revenue and promote content, while also gaining valuable insights.
This partnership will provide artists and songwriters with fresh opportunities to collaborate with TikTok's dynamic brand partners and access new tools for building their fan base and monetizing their work. This includes merchandise, ticket sales, and digital products and services.
TikTok has emerged as a widely utilized platform for music discovery and promotion, often resulting in songs gaining popularity through viral videos and trends. In the past year, the company has intensified its dedication to music, and the recent announcements highlight its readiness to expand its involvement within the music industry.
TechCrunch reported that TikTok launched a new initiative aimed at identifying emerging artists in the music industry. The program 'Elevate' is designed to support musicians in building sustainable and long-lasting careers, rather than just achieving temporary success.
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