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Taylor Swift Is Back on TikTok. Can Other Artists Do the Same?
The reason why some Universal artists are still on TikTok might be explained by a contractual loophole that is becoming more common.
When licensing negotiations between TikTok and the Universal Music Group collapsed at the end of January, many official recordings from UMG artists vanished from the platform. In recent months, TikTok popularity has helped little-known acts like Dasha, Good Neighbours and the Red Clay Strays explode at streaming services — leading to major label deals — and contributed to breakout hits for Djo, Flo Milli and Benson Boone, among others. If the UMG-TikTok deadlock rolls on, Fritz says, “smart lawyers” with leverage will find “a workaround that enables their clients to continue to use the most popular discovery tool while the large-scale license gets worked out.”
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