After expanding its partnership with Ticketmaster in late 2023, TikTok has entered into a global ticketing agreement with AEG's AXS, allowing users to purchase event passes within the app.
TikTok, owned by ByteDance, announced its partnership with AXS through an official release today, while keeping an eye on a possible lawsuit from Universal Music Group. Despite this potential DMCA violation lawsuit and the adjoining industry conflicts that appear to be brewing, TikTok has largely avoided music-related deals and initiatives this year.
As for the latest evidence in this regard, TikTok revealed that AXS integration has already begun in the US, UK, Australia, and Sweden. As Eurovision's sponsors explain, all certified artists can “promote their AXS Live dates and connect with fans around the world” by simply adding relevant links to their videos before publication. Now it looks like this.
Fans can purchase related passes “directly within the TikTok platform with just a few clicks,” the video-sharing app highlighted.
And given the exact value of TikTok's discovery benefits, which proved a hang-up in Universal Music Group's licensing negotiations, Michael Kummerle, head of global music partnership development (Warner Music Germany veteran), said the platform's It took the opportunity to highlight its “ability to connect millions of people.” Users will be joined by legendary artists, venues, and festivals. ”
“The partnership between TikTok and AXS allows us to connect millions of users with legendary artists, venues and festivals,” said Hamburg-based Kummare. “Artists will be able to promote their live dates and reach their audiences in a whole new way. We are very excited to begin this initiative with AXS and will be able to expand our ticket sales on TikTok in the future.” We look forward to supporting further growth.”
Building on these ideas, Mark Rushin, chief strategy officer at AXS, calls the app “the most important global market for music content,” highlighting the broader market implications of a ban on TikTok in the United States. It promoted itself as one of the platforms.
Despite the significance of TikTok's (its parent company reportedly generated a whopping $40 billion in profits in 2023) US exit being decisive, industry conflicts that could potentially evolve It's worth keeping an eye on.
What started as a well-documented license renewal dispute involving TikTok and today's biggest music company has quietly evolved into a potential legal battle, as mentioned above. Meanwhile, the National Music Publishers Association has no intention of renewing TikTok's contract, which expires two weeks from today. (However, member companies also have the option of pursuing direct transactions.)
What's more, indie criticism of TikTok is also growing, and as we explored in more detail, the platform could become very quiet if independent publishers choose to exit. Nevertheless, TikTok is not without positive news in the music field. Of course, in addition to the AXS alliance, the app also recently re-added Taylor Swift's music, but the decision to reunite reportedly surprised Universal Music executives.