Global deal creates new revenue, marketing, and insights opportunities for artists and songwriters

License Global

July 20, 2023

2 Min Read
Warner Music Group logo.
Warner Music Group logo. Warner Music Group

Warner Music Group (WMG) and TikTok have expanded the partnership that will benefit WMG’s artists and songwriters, and TikTok’s billion-plus users around the world. The multi-year, multi-product deal licenses the repertoire of Warner Recorded Music and Warner Chappell Music to TikTok, TikTok Music, CapCut and TikTok’s Commercial Music Library. 

The deal will expand the level of partnership, collaboration and innovation between the two companies. It will create new revenue, marketing and insights opportunities for WMG’s artists and songwriters, while deepening the engagement with TikTok’s audience. 

“We are happy and excited for our next chapter together with TikTok,” says Robert Kyncl, chief executive officer, WMG. “Through this expanded and significantly improved partnership for both companies, we can jointly deliver greater value to WMG’s artists and songwriters and TikTok’s users.” 

As part of the deal, WMG and TikTok will find new ways to harness TikTok’s revenue generation and promotional capabilities, as well as a wealth of insights. In addition, artists and songwriters will have access to new ways of working with TikTok’s brand partners, as well as to new fandom development and monetization features, like merchandise, ticketing, and digital goods and services, among other opportunities. Further, the deal will see the joint development of additional and alternative economic models. 

Related:Warner Music Group Honors 50th Anniversary of Hip-Hop with Yearlong Celebration

Additionally, the companies have agreed to a licensing deal for TikTok Music, the subscription streaming service that recently launched in Indonesia and Brazil, with plans for further growth in other markets. 

The deal also paves the way for WMG artists and songwriters to leverage promotional capabilities and engage with the growing community of users on TikTok’s sister video-editing app, CapCut. 

“We are very excited to partner with Warner Music Group to create a shared vision for the future in which artists, songwriters, music fans, and the industry can all benefit from the power of discovery on TikTok platforms,” says Shou Chew, chief executive officer, TikTok.  

 

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like