– Taylor Swift’s catalog returned to TikTok despite a feud with her label Universal Music Group
– Her return to TikTok comes before the release of her new album, showing the importance of the app for promoting new music
– Swift’s ability to negotiate her own terms with TikTok highlights the importance for artists to take control of their own music and promotion efforts
Despite a feud between Taylor Swift’s label, Universal Music Group, and TikTok, the pop star’s music has made a comeback on the app. This comes just before the release of her new album, showing that even big stars rely on TikTok for promotion. The music industry has been impacted by the removal of songs from the platform, affecting artists releasing new music.
TikTok is crucial for musicians and record labels to promote their work, with users discovering new songs and trends helping tracks break into the Billboard 100. While UMG artists can still post videos on TikTok, they cannot use their own tracks, making album promotion more challenging. Marketers have turned to alternative short-video platforms like Instagram reels in the meantime.
The ongoing feud between TikTok and UMG continues as they negotiate licensing terms. Swift’s return to TikTok, with her music back on the platform, showcases the power she holds in negotiating her own terms. Despite her massive following on other social media platforms, Swift recognizes the importance of TikTok for launching her new album.
As the industry’s major labels face scrutiny over control of music distribution, artists like Hit-Boy are taking steps to assert their independence. The removal of music from TikTok earlier this year prompted Hit-Boy to prioritize owning and promoting his music on his terms. The ongoing dispute between TikTok and UMG serves as a reminder for artists to create their own platforms for reaching their audience.