Universal Music Leaving TikTok, Agreed with Spotify

One of the largest music companies Universal Group Music (UMG) Its deal with TikTok had recently expired. For this reason, songs by artists affiliated with the company began to be removed from the platform. Among these singers, there were many globally successful names, from Taylor Swift to Drake, from Beyonce to Adele.

Today, the company made a move that is thought to be against TikTok. Universal Group Music announced that it has expanded its strategic agreement with Spotify.

The deal will allow singers to promote their music on Spotify

The new agreement will allow UMG-affiliated artists to promote their unreleased songs through Spotify. It will also allow them to share their music videos. In recent weeks, we have seen that Spotify started testing music videos in 11 countries. The agreement with UMG will also come within the scope of this feature. It was stated that artists affiliated with UMG will share music videos primarily in the USA.

As it is known, TikTok has become the number one platform for discovering music in recent years. Artists could promote their songs on TikTok rather than other platforms. However, the departure of UMG left the singers without the platform that allowed them to promote.

That’s why the agreement with Spotify is expected to close this gap and provide a new alternative to advertising for singers. We can also understand that Spotify is slowly transforming from a music platform to a social media platform.

In the joint statement made by UGM and Spotify, it was not announced when these innovations will be available to users. We can predict that we will start to see it soon.