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TikTok’s Music Armageddon May Be Coming. Here’s What You Need to Know
Universal Music Group, the world's largest record company, said on Tuesday that hadn't reached a new agreement with TikTok over its catalog.
That letter is UMG’s equivalent of a nuclear bomb threat, the culmination of a year of tense negotiations between the world’s largest music corporation and its most important viral marketing device. TikTok has quickly become one of the most powerful and lucrative social media platforms on the planet, pulling in billions of dollars each year from ad revenue and its e-commerce business. TikTok could also face challenges with user-generated content as creators upload unlicensed snippets with songs, which UMG would likely start aggressively issuing DMCA takedown notices around, as they’ve done in the past for other platforms like YouTube and Twitter.
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