TikTok and Sony Music announce new licensing and promotional agreement
TikTok has announced a new licensing agreement with Sony Music Entertainment (SME). The agreement will continue to allow creators on the short-form video app to use songs from Sony Music artists for their content, and it will also see the companies partnering on efforts to promote Sony artists.
TikTok has proven to be a springboard for artists after songs go viral on the platform. An example of this is Kazakh DJ Imanbek, whose remix of SAINt JHN‘s “Roses” went viral on the app, landing the previously unknown DJ a record deal and subsequent collaborative efforts with the likes of Afrojack. The app is also a growing destination for a range of artists looking to showcase their music and connect with new fans. This agreement will enable Sony Music and its artists to use TikTok to create greater awareness for their music and further enhance artist careers.
Executives from both companies commented on the collaboration within TikTok’s partnership announcement. Dennis Kooker, President of Global Digital Business and US Sales at Sony Music Entertainment shares,
“Short form video clips have developed into an exciting new part of the music ecosystem that contribute to the overall growth of music and the way fans experience it. TikTok is a leader in this space and we are pleased to be partnering with them to drive music discovery, expand opportunities for creativity and support artist careers.”
Ole Obermann, Global Head of Music for TikTok, added, “We are thrilled to enter in to this agreement with Sony Music so that we can continue to work together to connect the incredible roster of Sony artists in the US and across the globe to new audiences and harness the power of TikTok. Especially during this time when the artist community is challenged to find new ways to reach fans with their music, we are committed to working together to do just that.”
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