Universal Music Group (UMG) is one of the biggest music companies in the world, with global artists from all genres, including K-Pop.
On January 31, the X account shared a tweet saying, “We must call time out on TikTok.”
Our core mission is simple: to help our artists & songwriters attain their greatest creative and commercial potential, which is why we must call time out on TikTok.
Learn More: https://t.co/yJDQ7FdgNc pic.twitter.com/Lhluz1ez5H
— Universal Music Group (@UMG) January 31, 2024
In the article, the company explained the reason for the ominous post. In particular, pointing out that their “contract” with TikTok ended at the end of the month, they listed certain points that arose in the discussions, including compensation, the danger of AI, and safety for users.
In the letter, they explained that while compensation was being negotiated, the platform wasn’t focusing on the other two important points, even accusing the company of bullying them.
As our negotiations continued, TikTok attempted to bully us into accepting a deal worth less than the previous deal, far less than fair market value and not reflective of their exponential growth. How did it try to intimidate us? By selectively removing the music of certain of our developing artists, while keeping on the platform our audience-driving global stars.
Then they explained that it is their responsibility to take action and fight for a new agreement to benefit the artists and fans.
We have an overriding responsibility to our artists to fight for a new agreement under which they are appropriately compensated for their work, on a platform that respects human creativity, in an environment that is safe for all, and effectively moderated.
— UMG’s statement
One of the big names being mentioned that could be impacted is BTS.
While BTS’s popularity has grown for years, even without the use of TikTok, it isn’t impossible to say that the app has allowed wider audiences to hear the group’s songs, with some becoming viral trends.
For example, teenage American dancer Charli D’Amelio used “Blood, Sweat & Tears” in a video, and unsurprisingly, it went viral.
@charlidamelio still obsessing over this dress
♬ –
Yet, while BTS is most known for working with Universal Music, other big artists also work with the company, especially when it comes to promoting abroad. Other big artists that could be affected by this decision include fellow HYBE group SEVENTEEN, artists like BLACKPINK, companies like JYP Entertainment, and more.
While not all companies have direct links to UMG, it was pointed out that many are signed under companies that work with the company’s distributors.
Many #Kpop acts either have direct deals with UMG labels or distribution deals with UMG via distributors like Virgin Music for certain territories like the U.S. or outside Korea/Asia. The companies/artists affected by the UMG/TikTok licensing issue would likely include…
-HYBE…
— Jeff Benjamin (@Jeff__Benjamin) January 31, 2024
None of the consequences have been confirmed, as the details surrounding who will be affected have not been released. Yet, considering how K-Pop fans use TikTok, it’s not surprising that many are apprehensive about what this could mean for their idols.
