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Merlin’s TikTok License Expires Today. What Happens to Indie Music Now?
Sources at independent labels, previously represented by Merlin, discuss whether or not they are pursuing individual licensing deals with TikTok.
One source says the previous, Merlin-negotiated agreement guaranteed a budget in the millions for ads and marketing on TikTok, with the sum of credits divided among individual members based on their size. In a recent Billboard story about the modern creator campaign on TikTok, multiple digital marketing sources expressed that it is harder than ever to get a song off the ground on the service. The music will be up, just not properly attributed.” During UMG’s boycott of TikTok earlier this year, it was common to still find Universal songs on the platform, just as bootlegged remixes, not as official audio.
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