TikTok, the short-form video app, has signed a new licensing deal with Sony Music Entertainment so its users can continue to access songs from the music label.
Besides, under the deal, TikTok is also partnering with Sony Music to promote artists from the label on the platform.
TikTok creators and users will continue accessing sound clips from Sony Music’s massive catalog, the second in the world, to plug into their TikTok content.
The short video app also says they will be working together “to support greater levels of TikTok user personalization and creativity on the platform.” Plus, they will be able “to drive new and forward-looking opportunities for fan engagement with SME’s artists and music.”
TikTok has been known as a great tool for song discovery, and Sony Music hopes to capitalize on this opportunity to grow its artists’ careers.
“Short form video clips have developed into an exciting new part of the music ecosystem that contribute to the overall growth of music and the way fans experience it,” says Dennis Kooker, President, Global Digital Business and U.S. Sales, Sony Music Entertainment.
“TikTok is a leader in this space and we are pleased to be partnering with them to drive music discovery, expand opportunities for creativity and support artist careers,” he added.
Billboard says TikTok’s new deal with Sony Music will cost them a notable cash increase from the previous ones.