Reggae and Dancehall ‘Biggest-Hits’ Back on TikTok After New Deal with Universal Music Group
Universal Music Group (UMG) and TikTok have announced a comprehensive licensing deal that promises a host of benefits for artistes, songwriters, and music lovers worldwide. Under the terms of the new agreement, UMG’s extensive catalogue of recordings and songs will return to TikTok’s platform, reinstating beloved Reggae and Dancehall tracks from iconic artistes such as Bob Marley, Shaggy, Skip Marley, Sean Paul, Beenie Man, Shenseea, Buju Banton, Chaka Demus & Pliers and more.
The partnership, unveiled on May 1, 2024, heralds a significant milestone in the music industry, with both entities committing to foster creativity, drive innovation, and protect artistic integrity. This development comes in the wake of recent negotiations that saw UMG pulling its music from TikTok due to payment disputes earlier in the year.
A few months ago, a trove of music from several genres was pulled from the platform on February 1. One such casualty was Shenseea and Masicka’s rising hit, Hit & Run, which quickly racked up millions of views after its release and was growing in popularity on TikTok. Like Bob Marley, tracks from Shenseea and Masicka’s catalogue are managed by UMG under its subsidiary labels.
Following Hit & Run‘s removal, Shenseea’s co-manager, Romeich Major, addressed the situation. Seemingly disappointed with the outcome, Romeich noted that the song had been removed just as Shenseea and Masicka had released it.
The new deal between both entities signifies a renewed commitment to collaboration, with UMG and TikTok pledging to explore new avenues for artiste promotion, fan engagement, and revenue generation. Sir Lucian Grainge, Chairman and CEO of Universal Music Group, lauded the partnership as a testament to the enduring value of music and the importance of supporting artistes and songwriters.
Shou Chew, CEO of TikTok, echoed Grainge’s sentiments, emphasizing music’s integral role within the TikTok ecosystem and the platform’s dedication to fostering a vibrant creative community.
As part of the agreement, both UMG and TikTok will leverage their respective strengths to enhance the music experience for users. TikTok’s advanced technology, marketing tools, and promotional capabilities will be harnessed to deliver improved remuneration for UMG’s songwriters and artistes, while providing new opportunities for engagement and discovery.
Additionally, TikTok will continue to invest in artiste-centric features, including enhanced analytics, integrated ticketing, and online safety protections, empowering artistes to connect with fans and build their global fanbases.
The deal represents a win-win for both parties, with UMG’s music returning to TikTok’s platform and TikTok gaining access to UMG’s extensive catalogue, enriching the user experience and fostering creativity and joy across the platform.
