Universal Music Group’s Clash with TikTok: Artists Caught in the Crossfire

On February 1st, major news outlets like The New York Times and PBS began reporting that Universal Music Group (UMG) was pulling their catalog from TikTok after they failed to come to a satisfactory agreement regarding payments for their artists.

Background: The Impact of UMG’s Move

UMG represents a powerhouse of artists, including iconic names like Taylor Swift, Ed Sheeran, Queen, and The Beatles. Their music has been a cornerstone of TikTok’s library, providing the soundtrack for countless viral videos and dance challenges.
In an open letter, UMG didn’t mince words. They accused TikTok of attempting to “bully” and “intimidate” them into accepting an unfair deal—one that undervalued their artists’ work. “Ultimately TikTok is trying to build a music-based business, without paying fair value for the music.”

TikTok, owned by Chinese company ByteDance, has become a global sensation, allowing users to create short-form videos set to licensed music and sound effects.

The Dueling Narratives

UMG’s stance is clear: TikTok’s proposed compensation rate falls far short of what other major social platforms pay. Despite TikTok’s massive user base, rapidly rising ad revenue, and reliance on music-based content, UMG claims the platform contributes only about 1% to their total revenue.

TikTok, on the other hand, disputes this narrative calling it “false.” They argue that UMG’s departure ignores the platform’s role as a free promotional and discovery vehicle for artists. With over a billion users, TikTok has been a launchpad for viral hits, even propelling lesser-known artists into the spotlight.

Artists Caught in the Crossfire

Opinions among artists are divided. Yungblud, a rising star, said “Two massive companies deciding what goes on with people’s art. It’s a bit f******* daft, isn’t it?” Meanwhile, Conan Gray expressed frustration, saying, “My career is over, for sure. I’m never gonna have a hit song again at this rate.”

In this shifting landscape, TikTok’s removal of UMG’s songs leaves independent artists in a precarious position. While original tracks have vanished, covers by independent artists remain—for now. However, background tracks may be muted, altering the creative landscape for those seeking their big break.

Taylor Swift Does it Her Way

In April it was announced Taylor Swift, who owns her own catalog, was able to organize her own deal to bring her music back to TikTok. Once again making it clear the importance of artists owning their own masters.

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Natasha Barbieri, Editor

Editor

Creator of Classical Crossover Magazine. For Natasha music has always been closely tied to her faith. At age 18, Natasha made her opera debut playing the part of the mother in Menotti’s ‘Amahl and the Night Visitors’ with the Eastern Festival Opera. At 20, she was a winner of the 2011 Young Artist Competition at Andrews University. Natasha graduated in 2012 with a Bachelor’s of Music. Natasha has released a series of Holiday singles “A Place Called Home” (2020), “One Little Boy,” and “The Perfect Year” (2021). In 2021, she was nominated for the ‘Future Classic Women Awards’ show on Men’s & Women’s Radio Station. Natasha is the creator and editor of ‘Classical Crossover Magazine’ a venture that has allowed her to interview many of the top stars in the genre including Sarah Brightman, Celtic Woman, Mirusia, Paul Potts, and more. During the covid-19 pandemic, she created an online concert series for the magazine that has seen her perform in the same line-up as Alex Sharpe, Lucy Kay, Barbara Padilla, Classical Reflection, and more on the virtual stage. In 2022, Natasha was included on the charity album “Stars of Classical Crossover: Christmas” in benefit of the Wallace & Gromit Children’s Charity.