TikTok Signs Major Direct Deal with UnitedMasters, Moves Away from Merlin Partnership
TikTok has secured a direct multi-year partnership with UnitedMasters, following its decision not to renew its agreement with independent collective Merlin. The deal grants TikTok access to UnitedMasters' complete music catalog and provides UnitedMasters artists with commercial opportunities through TikTok's Commercial Music Library.
The timing is significant as TikTok's Merlin deal expires on October 31. TikTok cited "operational challenges" with Merlin regarding copyright quality control as the reason for not renewing their agreement.
Steve Stoute, UnitedMasters' Founder & CEO, emphasized that this partnership will give their artists exposure to a massive global audience while providing TikTok users access to leading independent music. The platform's Commercial Music Library connects artists with over 70 million brands, creating new revenue and promotional opportunities.
However, indie collective IMPALA has criticized the move, suggesting it's a strategy to reduce artist payments through individual deals rather than collective agreements.
The partnership's potential is demonstrated by UnitedMasters artist FloyyMenor's success story. His reggaetón hit "Gata Only" has accumulated over a billion streams since February 2024 after gaining popularity on TikTok.
Man in suit looking at phone.
Female in white shirt smiling.
Get Jewels dialog box.
Related Articles
Björk's Groundbreaking 'Cornucopia' Concert Film Premieres on Apple Music Live This Friday
