TikTok Expands Its Music Library Through A New Music Deal With Merlin

Photo: TikTok

TikTok has signed a new deal with UK's Merlin, a global agency that represents "tens of thousands of independent record labels, distributors and artist management companies from virtually every country around the world. "

The new deal reportedly includes licensing for the short-form video app as well as its upcoming music service called Resso. It marks the first time that TikTok has publicly announced a major music deal since becoming a household name.

“Independent artists and labels are such a crucial part of music creation and consumption on TikTok. We're excited to partner with Merlin to bring their family of labels to the TikTok community, " Obe Obermann, TikTok's Global Head of Music said in a statement. "The breadth and diversity of the catalogue presents our users with an even larger canvas from which to create, while giving independent artists the opportunity to connect with TikTok's diverse community."

Insights & Analysis:

As a result of the deal, TikTok's music library expands significantly, giving creators more options and creative flexibility when it comes to choosing what music to include in their videos. This is significant as the TikTok experience is deeply rooted around music with much of the content being shared consisting of Generation Z users trying their hand at popular dance routines to trending songs.

TikTok also recently started to test a new music tab on select verified artist profiles, further highlighting its commitment to strengthening music-related features and tools on the app.

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SOURCE: Merlin