The fallout between TikTok and Universal Music Group (UMG) has had far-reaching consequences, disrupting the platform's vibrant ecosystem of viral trends and fan-made content.
LONDON, ENGLAND - FEBRUARY 28: In this photo illustration, a TikTok logo is displayed on an iPhone on February 28, 2023 in London, England.
Notably, fan edits featuring celebrities like Pedro Pascal set to popular tracks, such as Shaggy's "Hey Sexy Lady," have been affected, with many videos now muted due to the removal of these songs.
Disrupting Viral Trends, Fan-Made Content
The decision by TikTok not to renew licensing rights with UMG has resulted in the sudden disappearance of a vast number of songs from the UMG library, leaving a noticeable void in the platform's audio landscape.
The Verge reported that this move is particularly significant considering TikTok's immense influence in shaping global music trends and acting as a pivotal platform for music discovery.
UMG's gamble in walking away from TikTok's extensive reach suggests a belief that the social media giant will eventually return to the negotiating table with a more favorable deal.
The aftermath of this dispute highlights the intricate relationship between major music labels and influential social media platforms, raising questions about the impact on content creation, trends, and the evolving dynamics of the music industry in the digital age.
Viral trends on TikTok, including dances, fan cams, and memes, have significantly influenced how we discover and engage with music. According to a 2021 MRC Data study, 75 percent of TikTok users find new artists through the platform, often driven by the platform's viral nature.
Specific trends can propel their subjects to significant prominence. For instance, the original "Hey Sexy Lady" Pascal video has amassed over 45 million views and 4.7 million likes.
Featuring snippets of actor Pedro Pascal's Agent Whiskey character from Kingsman: The Golden Circle, it transcended TikTok to become the focus of a Saturday Night Live sketch. This indicates the impact niche memes can have on an artist's internet presence and popularity.
UMG's Impact
Regardless of your interest in preserving unique, cowboy-themed compilations, the noticeable absence of UMG from TikTok cannot be overlooked.
According to the company's 2022 annual report, its extensive catalog boasts nearly 4 million songs, encompassing subsidiaries like Universal Music Publishing Group, representing major artists such as Post Malone, Drake, and Harry Styles.
Even if top UMG artists like Taylor Swift and Ariana Grande are not part of your regular playlist, their impact on viral TikTok trends is undeniable. Songs like "Anti-Hero" and "Yes, And?" might have found their way into your TikTok algorithms, even if you, like many, have been repeating phrases from these trends without hearing the complete songs.
Despite a substantial portion of licensing rights for viral TikTok songs expiring, these tracks are still easily accessible on the platform. Unofficial snippets of these songs are still noticeably featured in older videos, often needing more proper credit to the original performer.
In many instances, the songs have been intentionally altered in speed, either for stylistic choices or possibly to evade automatic detection and takedowns. As videos that adhered to proper sourcing have fallen silent, TikTok's informal use of copyrighted material has become more apparent.
