Photo credit: Ronald Woan / CC by 2.0
Taylor Swift's album marketing machine is unstoppable – not even Universal Music executives. A new report details how Swifties on TikTok got their music back thanks to Taylor, regardless of the impact on other artists.
Universal Music Group removed all of its music from TikTok in January, citing a dispute over royalty payments. Swift's music has been used in the past to expose low royalty payments, most notably withholding 1989 from Apple in 2015 and Reputation from Spotify in 2017. But his TikTok marketing machine has been essential to reaching his 13- to 24-year-old demographic, and Swift's latest album, The Tortured Poets Department, will be released on April 19th.
Taylor Swift is by far the biggest star on UMG's roster, so the return of her music would be a major rift in the ongoing battle over royalties. Like it or not, TikTok has been essential to reaching young adults, and many artists are frustrated that their music no longer enjoys that reach.
Universal's battle with TikTok is over royalties, but the group has also detailed concerns about the platform's use of artificial intelligence. Universal Music's publishing group outlined its concerns about TikTok's relationship with AI in a letter to songwriters in March 2024.
“TikTok's intentions regarding AI have become increasingly clear: to answer our concerns that AI deprives songwriters of fair compensation, and to provide assurances that we will not train AI models on your songs. While rejecting it, recent media coverage…makes it clear that they simply don't value your music.”
“We understand that the disruption will be difficult for some of you and your careers, and we are sensitive to how this may impact you around the world. We know this may be uncomfortable at this time, but it is critical to the future continued value, safety, and health of the entire music ecosystem, including all music fans. .”
Will the fact that UMG's biggest artists no longer participate in this boycott weaken the label's ability to continue boycotting the platform? Swift's marketing team has made it clear that the TikTok marketing campaign surrounding the Tortured Poets category takes priority over current issues, rather than the royalties paid to all artists.
The Wall Street Journal reported that Universal asked Swift's team to reconsider. “Through more than a week of discussions, the labels reiterated their position, explaining why they stand by their stance, why they think it's important to the industry, and what's at stake.”Swift The camp was unmoved.”
Taylor Swift is in a unique position because her deal with Universal allows her to directly sign deals with other companies like TikTok. She has full ownership and control over the music she records during the term of her contract, so if you want to support her marketing campaign for her new album with her TikTok music, you should use it, not Universal Music. Choose.
Music from Lover, Folklore, Evermore, Midnights, and her re-recorded version of Taylor is coming back to TikTok.