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Not long after Artist Partner Group (APG) signed Odetari — who specializes in glitchy, racing electronic tracks — last year, the label set up a second Spotify profile for him. Odetari “frequently has two to three different versions of records coming out a month,” explains Corey Calder, svp of marketing and creative services at APG. “If we were to have that all sit on his page, it would feel cluttered and make it hard for his fanbase to follow and track it all.”
This means that “HYPNOTIC DATA – Slowed & Reverbed” and “GMFU – Sped Up” live on a Spotify page called ODECORE, while the original hits will be found by anyone scrolling through Odetari’s own Spotify profile. And this split artist identity is part of a growing trend where acts keep one Spotify account for “official” releases, plus a side account for alternate versions.
Odetari’s labelmate 6arelyhuman puts remixes on Spotify under the name Sassy Scene. A Spotify account named Mei Mei The Bunny has only uploaded sped-up versions of Laufey singles, four to date. Mark Ambor has a breakout hit in “Belong Together;” his team uploaded the sped-up remix to Spotify through a separate account titled Lucky Socks.
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Even just a few years ago, creating alternate Spotify accounts for alternate versions of hit singles would’ve seemed wildly unnecessary. But user remixes and edits have proliferated and become popular soundtracks on short-form video platforms like TikTok.
Listeners often don’t care whether the “slowed and reverbed” sound they find on streaming is an official version generating income for the artist they like or a random upload — they just want to play the track that’s stuck in their head. As a result, labels adjusted by starting to release their own alternate reworks to satisfy this portion of the population. If they’re going to stream “Belong Together (Sped Up)” anyway, it might as well be a version that makes money for Ambor.
The streaming service Audiomack found that uploads of “manipulated songs” by labels — official tracks sped and slowed, pitched up and down, muffled and reverbed — shot up at the end of 2022. The number of these releases has continued to rise rapidly ever since, climbing from under 1,000 a quarter to around 6,000 a quarter.
These remixes can thrive in their own streaming ecosystems. Universal Music Group launched a Spotify account called Speed Radio that only posted sped-up versions of label releases; sped up nightcore did the same for singles from Warner Music Group.
The goal was “to create another mechanism for growth and a new algorithmic pocket on streaming services that helps increase visibility and discovery,” says Nima Nasseri, a former UMG executive whose role involved helping the company market user-generated remixes. As these Spotify pages amassed followers who enjoyed sped-up audio, they allowed new remixes to reach a larger audience by standing on the shoulders of their predecessors.
Some remix-focused side accounts exhibit clear links back to the mothership in a way that also helps drive awareness of the main artist project — ODECORE and Sassy Scene songs usually credit Odetari and 6rarelyhuman, respectively, as collaborators. Some of these alter-ego accounts, like Lucky Socks, maintain a degree of anonymity.
But both cater to a demand: Anyone searching Spotify for a sped-up version of 6rarelyhuman’s “Faster n Harder” finds the Sassy Scene version first. 6rarelyhuman picks up plays (and royalties) that might otherwise have been steered towards an entrepreneurial cover artist.
ODECORE has an additional function, according to Calder: Eventually, the goal is to turn it into a “sub-label” featuring music from artists signed to Odetari. “Ideally we’ll have a built-in audience already,” Calder says. ODECORE currently has more than 430,000 followers on Spotify, according to Chartmetric; that group functions as a potential launching pad to help Odetari’s future signings reach a wider listenership.
“A lot of what we do internally at APG is create multiple profiles for artists across social channels, and we’ll run fan pages in-house for our artists,” Calder continues. “We have these secondary and tertiary brands that are always on in the background. And so we just applied that same thinking to a Spotify profile.”
At the moment, the primary downside to releasing remixes under an alter ego is that they don’t count towards the success of the original on the Billboard charts. If artists put out a remix under their own name, consumption of that new version also counts towards chart position (generally, as long this happens within 18 months of the original track’s release and the original is still a “current” on the charts). That’s why stars often put out remixes with big names attached when they’re in tight races for the top spot on the Hot 100. But if Ambor’s alternate version of “Belong Together” is attributed to Lucky Socks, he gets no help from the extra consumption.
Ben Klein, president of Ambor’s label, Hundred Days Records, acknowledges that “commercially, it makes a lot more sense” to put out remixes under the same artist project. But Ambor is not competing for No. 1 — at least not yet, as the song has only reached No. 84 on the Hot 100 — and the team chose to release “Belong Together (Sped Up)” under a goofy alternate name anyway.
“We actually took inspiration from the Laufey team when we came up with the idea,” Klein says. “When Mark thinks about his profile, he wants it to be a representation of his music. A sped-up version is meant to be a fun, playful way for people to engage with the song on social media. It’s not a direct connection to his artistry. And I think he just wanted to keep it separate for that reason.”
Calder believes “a lot more new artists” will take a similar approach in the future. As streaming platforms try to capitalize on the homemade remix eruption by adding their own audio manipulation tools, it’s easy to imagine artists encouraging fans to mess with their songs by saying that the most popular fan edit will be posted to an official artist account. Just not the official artist account.
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Source: 6381380 / Getty / Bear
A huge debate on TikTok has been settled regarding bears, men, and who women feel is safer around.
A video of a TikToker asking women on the street if they would feel safer alone in the woods with a bear or with an unknown man, and every woman, except one, resoundingly chose the bear.
As expected, men were in their feelings at the idea of women choosing to be alone with a bear rather than be in the presence of an unknown man due to understandable concerns of safety cause, and historically, men are nuts.
Well, TMZ spoke with a wildlife ecologist who is an expert on bears, and she broke down why the women choosing the bear are not far off in their assessment of men as the more significant threat.
Per TMZ:
Rae Wynn-Grant — a wildlife ecologist who got her PhD in all things bears — laid it out for TMZ … telling us these animals want nothing to do with humans in the wild and avoid us at all costs… unless food is involved, of course. She can’t say the same for guys.
RWG says … “I think this is a clever way for women to suggest to the wider world, particularly to men, that we, as women, feel constantly under threat.”
She adds … “And, that speaks volumes when it comes to time alone with a man compared to time alone with a predator, like a bear.” Rae goes on to say that bears are not naturally aggressive — contrary to the image they’ve cultivated — and they really don’t seek trouble.
Wynn-Grant also says the data is unequivocally in favor of bears over men, and if she had to choose, of course, she would want to be alone with the bear.
Well, there you have it.
You can see her break it down in her own words in the video below.
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Caffeine eye creams are the latest skincare trend to have taken over TikTok, with more than 91 million videos posted about the skincare product to date. While many affordable eye creams claim to leave a smoother appearance behind, TikTokers are praising The INKEY List’s caffeine eye cream not only for its effective formula, but its wallet-friendly price of just $11 — making it arguably one of the best beauty deals out there.
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What differentiates a caffeine eye cream from the rest is exactly what the name suggests: it uses caffeine. When you apply the ingredient to your skin though, caffeine will not only help wake you up ( by decreasing the appearance of dark circles), but also help reduce eye puffiness as well. This occurs as the ingredient narrows blood vessels and ultimately calms your skin, according to Dermstore.
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The INKEY List’s caffeine eye cream has generated a cult following with one bought every 30 seconds globally, according to the brand. The brand even praised how it’s been used by Alana Haim, which she showed off during a 2023 nighttime routine video for Harper’s Bazaar. Amazon shoppers also can’t get enough of its “smooth application” that also “is quickly absorbed by the skin,” per reviewers.
You can buy the caffeine eye cream online below or find it on Amazon, Sephora and TheINKEYList.com.
The INKEY List Caffeine Eye Cream
$11
$11
$11
For the best results, the brand suggests patting a small amount of the caffeine eye cream around the contour shape of your eye using your index or pinky finger. Make sure it’s evenly distributed and absorbed around the eye area, then follow up with your moisturizer and makeup as usual. Per INKEY List, you can use it morning and night or as much as needed until your desired results are achieved. Amazon reviewers also claim that one tube can last you a few months.
Aamna Adel a dermatologist at the National Health Service hospital in London, U.K., even posted a TikTok describing the benefits of a caffeine eye cream and even recommending The INKEY List’s cream.
“The best results are seen with consistent use,” she says in the video, which has generated more than 43,000 likes.
Along with The INKEY List’s eye cream, the dermatologist also recommended L’Oreal Paris’ Revitalift Eye Serum and The Ordinary’s Caffeine Solution, as good caffeine eye creams, which you can shop below.
L’Oreal Paris Revitalift Hyaluronic Acid Caffeine Serum
$27.97
$29.99
7% off
$27.97
$35.99
L’Oreal’s caffeine eye serum utilizes a paraben- and fragrance-free formula making it more sensitive-skin friendly. Along with caffeine, the eye serum also infuses hyaluronic acid, retinol and vitamin C to help brighten and smooth your under eyes.
The Ordinary Caffeine Solution 5%
$9.16
$9.20
$9.20
More than 6,000 Amazon shoppers have purchased this caffeine eye solution in the last month making it a must-have for your skincare routine. The formula incorporates 5% of a highly-purified EGCG from green tea leaves to help give your under eyes an almost instant boost while also reducing dark circles. We’ve been using this for months and love how lightweight the formula is and how easily it absorbs into our skin. The cute packaging is great for a bathroom #shelfie as well.
Does Caffeine Eye Cream Really Work?
As Adel describes in the TikTok, the results are temporary but you will see them if you keep up with application. Since the caffeine within the formula contains anti-inflammatory properities, this will not only help soothe the under eye area, but also aim to reduce the look of redness, brown spots and dark circles. It can be used day and night or you can just use it in the morning to give your eyes a boost.
Is Caffeine Bad for the Under Eyes?
Caffeine eye creams can actually be beneficial for your under eyes depending on what you’re looking to achieve. Since the ingredient helps shrink the size of red blood vessels, this will help minimize color pigmentation as well as soothe your under eye area for a smoother and more awake appearance.
For more product recommendations, check out our roundups of the best sunscreens, TikTok beauty dupes and stress relieving tools.
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Source: NurPhoto / Getty / TikTok
Following President Biden keeping his promise and signing the bill that could ban TikTok in the United States, the social media platform is suing in hopes of keeping that from happening.
Spotted on the AP, TikTok and its China-based parent company ByteDance sued the US Government, challenging the law and calling for the potential banning of the popular video-sharing app and most young adults’ source of “news” if it fails to find a US-approved buyer.
ByteDance has nine months to find a buyer and gets a three-month grace period if it finds a US-approved buyer.
The lawsuit claims the US Government’s law is an attack on free speech that has never been done before and unfairly singles out TikTok.
Per The AP:
In its lawsuit, ByteDance says the new law vaguely paints its ownership of TikTok as a national security threat in order to circumvent the First Amendment, despite no evidence that the company poses a threat. It also says the law is so “obviously unconstitutional” that its sponsors are instead portraying it as a way to regulate TikTok’s ownership.
“For the first time in history, Congress has enacted a law that subjects a single, named speech platform to a permanent, nationwide ban, and bars every American from participating in a unique online community with more than 1 billion people worldwide,” ByteDance asserts in the lawsuit filed in a Washington appeals court.
President Biden signed the law as part of a larger foreign aid package. This law is the first time the US has imposed a potential ban on a single social media company.
Advocates of free speech argue that the law is similar to the behavior of oppressive regimes like China, which is ironic because the US is trying to keep US citizen’s private data out of the hands of the Chinese government.
More Details From TikTok’s Lawsuit
The lawsuit states that ByteDance has no intention of selling TikTok, which aligns with reports that the company prefers a ban over a sale. However, if it did, ByteDance would need Beijing’s blessing to make that happen.
Another sticking point is TikTok’s algorithm, which has been the “key to the success of TikTok in the United States,” which the Chinese government “made clear” in its lawsuit would be part of any sale.
According to both entities, the new law would force them to shut down in the US by Jan.19 because operating in the US would be technologically and legally impossible.
The lawsuit also claims that a US-only version of TikTok would be technologically impossible because there would be no “operational relationship” between the US TikTok app and the Chinese company.
While we don’t know what TikTok’s fate will be, one thing is for sure: This will be a long, drawn-out situation.
TikTok and parent company ByteDance have filed a federal lawsuit aimed at overturning recently-passed legislation requiring the Chinese company to sell the popular app or face a national ban, arguing that it violates the First Amendment.
In a complaint filed Tuesday in D.C. federal court, TikTok and Byte Dance called the law an “unprecedented” and unconstitutional action aimed at “singling out” one company and “silencing” more than 170 million Americans who use TikTok.
“For the first time in history, Congress has enacted a law that subjects a single, named speech platform to a permanent, nationwide ban,” lawyers for the two companies wrote. “There are good reasons why Congress has never before enacted a law like this.”
The lawsuit came just week after President Joe Biden signed the Protecting Americans From Foreign Adversary Controlled Applications Act, which requires that ByteDance either divest ownership of TikTok by Jan. 19 or face a national ban on the app. Proponents have argued that TikTok presents a national security threat because of its connections to the Chinese government and access to millions of Americans.
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In Tuesday’s complaint, TikTok argued that such national security concerns were not sufficient to override the First Amendment’s protections for free speech. The company’s attorneys said lawmakers had failed to “articulate any threat posed by TikTok” and had cited only “speculative concerns,” meaning they were making an “extraordinary and unconstitutional assertion of power” without clear reason.
“If Congress can do this, it can circumvent the First Amendment by invoking national security and ordering the publisher of any individual newspaper or website to sell to avoid being shut down,” TikTok’s lawyers wrote.
The new lawsuit came just days after TikTok – an increasingly influential part of the music industry ecosystem – reached an agreement with Universal Music Group to end a months-long standoff over rights to the music giant’s catalog.
In the new complaint, TikTok argued that it had already spent billions of dollars addressing the potential security risks cited by lawmakers, and had reached voluntary agreements with executive agencies like the Committee on Foreign Investment in the United States to safeguard user data and the integrity against foreign government influence.
“Congress tossed this tailored agreement aside, in favor of the politically expedient and punitive approach of targeting for disfavor one publisher and speaker,” TikTok’s attorneys wrote. “Congress must abide by the dictates of the Constitution even when it claims to be protecting against national security risk.”
TikTok has already had success in court over U.S. efforts to ban the app. Citing the First Amendment, a federal judge in 2020 blocked former President Donald J. Trump from carrying out an executive order barring TikTok from app stores. And last year, a federal judge in Montana overturned a law in that state banning the app, ruling that legislation not only violated free speech, but also encroached on federal authority to regulate foreign relations.
In March, a Spotify account named Lucky Socks uploaded a sped-up version of Mark Ambor’s “Belong Together” to the platform. More than six weeks later, this jaunty take on the folksy original is still earning around 350,000 streams a day, and various high-speed versions of “Belong Together” have been used in more than 400,000 TikTok videos to date.
This is just the latest sign that sped-up remixes — often made at home by amateurs — drive both music discovery and streaming activity. “A big percentage of the population is engaging with music in this way,” says Ben Klein, president of Ambor’s label, Hundred Days Records. “If you’re an audio platform, you need to start allowing people to tap into that.”
That’s exactly what the platforms are doing. At the end of 2023, the streaming service Audiomack quietly rolled out Audiomod, a new set of tools that allow users to fiddle with tracks by changing the tempo, modifying the pitch, or swaddling them in reverb. In March, the company Hook announced that it had raised $3.5 million to further develop a platform that will help artists “monetize the use of fan-generated remixes on social media.” And in April, The Wall Street Journal reported that Spotify plans to introduce its own remixing tools.
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These initiatives signal a growing awareness that user remixes cannot be prevented — kids can make them easily on their phones. Since almost all of these reworks are unauthorized, labels and publishers will stand to gain if fans make and listen to remixes on streaming platforms where these can be paid out like a normal track. (“The next big forefront will be how we get paid for UGC,” Warner Chappell CEO/co-chair Guy Moot recently told Billboard, noting “the real challenge” of identifying all “those really sketchy sped-up versions.”)
And platforms can also benefit if new audio manipulation tools increase engagement or even attract additional users. “We think it can be a way to encourage more users to subscribe,” says Audiomack co-founder Dave Macli.
Audiomack Quarterly Uploads of Manipulated Songs
Courtesy of Audiomack
Creating new remixing capabilities will require the music industry to become comfortable with more flexible licensing agreements that legitimize what was previously a black-market activity — for fans, creating a remix at home without permission is fun; for labels, it’s technically copyright infringement. It remains unclear how artists will feel about labels sanctioning random reworks of their work, and whether listeners will connect with these homemade remixes when they’re not attached to addictive videos on TikTok or Instagram Reels.
While user remixes and edits are not a new phenomenon, there is a sense around the industry that this behavior — pushing a song’s tempo recklessly fast, or slathering the track in distortion — is especially dear to a new generation which sees altering music as a way of expressing fandom. Audiomack has found that “modders,” who alter more than 100 songs a month, are 50% more likely to be under the age of 20 relative to the average platform user.
“The younger users want to have some control over the sound on their own: ‘hey, what if we f—ed with this a little?’” says Tyler Blatchley, co-founder of the label Black 17 Media.
As a result, artists and labels often encourage fan remixing because it can be an effective promotional tool. At the same time, they frequently take down the unauthorized reworks that they find on major streaming services, because those divert money from artists’ pockets. Some acts release their own official sped-up or slowed versions to try to capitalize on the popularity of the form. (Audiomack data shows this trend really accelerated at the end of 2022.)
For the music industry, this patchwork system remains unsatisfactory. “There’s little visibility into what people are doing with the music, the artists don’t get to play a role in how their fans engage, and often they’re not getting paid for [the] consumption” of unofficial remixes, says Gaurav Sharma, the CEO of Hook.
Hook’s app, which recently launched a private beta, offers a more controlled environment for remixing activity, where users can select pre-cleared songs to manipulate and mash together. If a fan creates a new version they love — and, crucially, rightsholders have given permission — they will theoretically be allowed to export that alternate to other platforms when the app launches publicly later this year. In other words, a fully licensed and track-able remix or mash-up could be created on Hook and then go viral on a short-form video platform or in a video game.
While Audiomod allows users to play with tempo, distortion, and more, they cannot mash one song up with another or export their beloved remix to other platforms. They can share their preferred settings with friends, though, so pals can easily replicate their favorite mix. Plays of an altered version of a song on Audiomack will be paid out the same as plays of official recordings.
Audiomack has Merlin — the global digital licensing agency for the independent music industry — “signed up for this,” says co-founder Dave Macli. “We are in talks with the majors.”
At the moment, Spotify appears mostly to have a plan to create some remixing tools in the future. (A rep for the service declined to comment.) The company has been interested in figuring out ways to let users “play with and manipulate music” for years in contexts like a DJ set, according to a former executive. On top of that, “Spotify is trying to seize a lot of creator engagement moments, because TikTok is much more of an engagement platform.”
While The Wall Street Journal reported that Spotify does not yet have licensing agreements in place for remixing tools, the former exec believes labels “will be all-in for anything that increases plays and gets them a bigger share of the royalty pool.”
And labels do appear more open to sanctioning user manipulation of their audio recently. In December, for example, the video game Fortnite introduced a new musical experience called “Jam Stage,” which allows gamers to play music with their friends — but every person can be noodling on a different song, creating a strange, cacophonous mash-up in real (virtual) time.
The former Spotify exec believes the real obstacle to getting official remixing tools in place will come from artists being protective of their work. “What are [labels] permitted to do in their contracts with artists, and how will artists feel about it?” he asks.
At Audiomack, Macli says “we respect an artist’s decision if they don’t want to be a part of [allowing users to remix their songs]. But I think in a way you’re fighting the tide.”
Once platforms and labels sort out licensing, one big question remains: will users make and listen to sped-up remixes on streaming services without the enticement of a compelling visual trend or the possibility of going viral?
Audiomack users already appear to like sending around the tracks they pitch up or alter in other ways. “Over 9% of all shares on the platform are modifications of songs,” according to Macli.
Though Klein agrees that “there is an appetite for listening to sped-up stuff,” he believes “there’s a much smaller use case in that context.” “Sped-up sounds are really breaking through on audiovisual platforms” — especially TikTok, which has had a fraught relationship with the music business lately.
Still, Macli says, “the industry is going to have to lean into this one way or the other. They should lean into it as a tech problem that the DSPs should solve.”
Universal Music Group’s three-month hiatus from TikTok ended this week after the companies reached a new, multi-faceted licensing agreement. On Thursday, UMG executives explained why it was worth the wait.
The bottom line: UMG believes its new licensing deal with TikTok is an improvement over the deal that expired at the end of January. UMG has “substantially improved the total value we’ll derive from this relationship,” CFO Boyd Muir said. Michael Nash, executive vp/chief digital officer, said the new TikTok deal “definitely deliver[s] a fair level of value relative to other short form social platform partners,” which includes Instagram Reels, YouTube Shorts and Snap.
In Thursday’s earnings call and CEO Lucian Grainge’s internal memo obtained by Billboard the same day, Grainge, Muir and Nash mentioned numerous components of the new deal that can be broken into two camps: revenue and non-revenue features and arrangements.
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As for revenue, there will be more of it under the new deal — although none of the executives shared specific deal points such as advertising revenue sharing rates. Nash said that “revenue under this new deal does markedly improve over our last deal.” The previous deal amounted to about 1% of UMG’s annual revenues, which works out to about $120 million euros based on 2023 revenue. That’s not much for a platform that commands an average of 58 minutes per day in the U.S., according to eMarketer — almost as much as Netflix and more than YouTube.
But UMG is getting more value out of TikTok in forms other than royalties. Many of those non-revenue components typically cost money to labels: e-commerce tools, marketing and promotion campaigns and ad credits. Other aspects of the deal have value that’s hard to pin down: data, artist insights, intelligence and new programs and new collaboration opportunities.
One interesting aspect of the new deal is what Nash called “content management and attribution.” When TikTok users post videos with sped-up and slowed-down recordings, attribution for the UMG recording is credited “not [to] some infringing third party, but the artists,” said Nash. “And that content is better connected with their official presence on the platform.”
As Grainge outlined in an internal memo to staff on Thursday, the deal also met the two non-revenue criteria: protection against the harmful effects of AI and prioritizing online safety for both TikTok users and UMG’s artists.
TikTok made “a number of commitments” that respect UMG artists’ works and rights of publicity and supports UMG’s principles on training AI models without consent from rights holders. UMG wants to protect its artists against deepfakes such as “Heart on My Sleeve” by Ghostwriter, which used AI-generated soundalikes of Drake and Kendrick Lamar (both UMG artists). The new deal ensures such fake content will be removed, both Grainge and Nash said.
Nash also described these efforts to combat infringing content as “elevated requirements” that detect and avoid infringing content,” including leaks, unauthorized remixes and unauthorized AI versions. The deal also contains requirements for improved filtering and stream manipulation detection.
In addition, TikTok agreed to improve online safety and attempt to mitigate the harmful effects of social media, including hate speech, bullying, responsible use of AI, and addressing infringing content and algorithmic manipulation, Grainge wrote in his memo.
Social media income might not amount to much today, but it “is increasingly important income to artists, songwriters, labels and publishers,” said Grainge during Thursday’s earnings call, “which is why we’ve pushed so hard and we will continue to push to protect and to develop it.”
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Source: VALERIE MACON / Getty / TikTiok / Universal Music Group
TikTok is currently on the government’s clock following the passing of a bill threatening the platform’s banning if its parent Chinese-owned company, ByteDance, doesn’t divest from it. Still, at least the platform no longer has to worry about not having music to provide to users for their dance videos.
Spotted on The Verge, TikTok and Universal Media Group agreed on a “multi-dimensional” deal that will see the return of music from artists like Drake, Taylor Swift, JAY-Z, Olivia Rodrigo, and others on the popular social media platform.
This new deal between the two giant entities comes after UMG began pulling music off TikTok, with its 1 billion users, including celebrities like Dwayne “The Rock” Johnson, noticed TikTok took down video posts featuring music.
The agreement will address a primary concern for artists and UMG regarding the use of generative AI. “TikTok and UMG will work together to ensure AI development across the music industry will protect human artistry and the economics that flow to those artists and songwriters,” a press release announcing the deal reads.
Speaking on the new agreement, Ole Obermann, TikTok’s Global Head of Music Business Development, said, “We are delighted to welcome UMG and UMPG back to TikTok. In particular, we will work together to make sure that AI tools are developed responsibly to enable a new era of musical creativity and fan engagement while protecting human creativity.”
As part of the new agreement, there will also be “new monetization opportunities,” and TikTok is working quickly to get the music back on its platform.
We’re happy TikTok users will have a great selection of music to add to their conspiracy videos again.
Universal Music Group chairman/CEO Lucian Grainge penned a memo to staff, obtained by Billboard, about the music company’s new licensing agreement with TikTok that ended a three-month standoff between the two entities, saying the deal ended with “a decidedly positive outcome,” with TikTok agreeing “to key changes in several critical areas.”
The announcement of the new deal, which came after a high-profile dispute between the world’s largest music company and one of the current premier social media platforms in the world that first erupted in late January, was announced early this morning (May 2). The agreement will see UMG’s millions of compositions and songs, both from its recorded divisions and its publishing company, return to the platform “in due course.” The feud has been one of the biggest talking points in the music business for the better part of this year, with artists and songwriters caught in the middle of the corporate standoff and looking for alternate ways to promote and market their music beyond the parameters of TikTok.
In his memo today, Grainge broke down some of the particulars of the new agreement, saying that UMG was able to get TikTok to address its major concerns. “This agreement marks another significant step we’ve taken to guide the industry’s evolution towards a future where human artistry must be respected, artists and songwriters are treated fairly, and their fans are provided with platforms that better prioritize safety and integrity,” Grainge wrote.
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During the dispute, many in the industry were split about the issue and its effects on artists and songwriters, particularly those without much leverage or who were trying to build a following. Many music companies and organizations came out in support of UMG, saying that its fight for better remuneration and protections in an AI age was an important one for the industry as a whole, and dozens of artists also signed an open letter stressing the importance of protections against AI infringement and other issues. At the same time, many artists and songwriters — both developing artists that relied on TikTok to build a following, and some of the bigger names in the music business — decried the ban as having a negative effect on the industry, and some of the biggest artists in the world, including several with UMG connections, found ways around the ban and were able to continue to benefit from their music being on the app while the dispute dragged on.
Grainge acknowledged that friction in his memo today. “As an organization committed to breaking new ground, driving the industry forward, and protecting artists and songwriters from the negative effects of disruptive technology, we expect and even embrace the inevitable conflicts that will result from fulfilling our commitments,” he wrote. “But ultimately, the point of engaging in such conflicts is to find higher common ground from which progress can be made.”
As part of the agreement, Grainge referred back to the open letter that UMG penned in January when negotiations first collapsed, wherein the company outlined three issues it could not come to terms with TikTok on: fair compensation for artists, protection from AI, and safety for its artists. On the compensation issue, Grainge says the new deal improves compensation for artists and songwriters and that the “total value” from the partnership “will be more closely aligned with other platforms in the social music category,” referencing the amount of advertising money that social companies bring in even for content they host for free. He also wrote that TikTok will be working to improve its content identification moderation, and “implement tools and processes to help address provenance and attribution issues, helping artists and songwriters to more effectively monetize their work.”
On the AI issue, Grainge wrote that the platform “addressed the primary concern we expressed in our open letter that AI generated content would ‘massively dilute the royalty pool for human artists,’” and committed to respecting artists’ right of publicity to own their voices and to support training AI models on licensed content, rather than without artists’ or rights owners’ consent. That means the ability to take down “fake artist” AI content uploaded by third parties, among other protections.
In terms of safety for users and artists on the platform, Grainge wrote that the platform “agreed to take steps to address our concerns around platform integrity and the negative impact of social media on its users.” Some of those steps he outlined included “policies and tools to prevent and remediate hate speech and bullying,” as well as addressing deepfakes, infringing content and “algorithmic manipulation” on TikTok.
“I want to express my deep gratitude to all of UMG’s artists and songwriters who, over the last few months, have had to endure having their music removed from TikTok during the dispute,” Grainge ended on. “We appreciate how difficult this may have been for some of them and we are so grateful for their willingness to pursue the path we took. I have no doubt that their advocacy — both publicly and behind the scenes — will positively influence the future of the industry for all artists.”
Read Grainge’s full memo below.
Dear Colleagues:
I’m very pleased to share the good news that our dispute with TikTok has ended with a decidedly positive outcome: they have agreed to key changes in several critical areas (including artificial intelligence, platform safety, remuneration) and we will once again license our music to them.
This agreement marks another significant step we’ve taken to guide the industry’s evolution towards a future where human artistry must be respected, artists and songwriters are treated fairly, and their fans are provided with platforms that better prioritize safety and integrity.
I want to express how grateful we are for the outpouring of support from so many corners of the global music community over the last several months. Artist rights organizations, independent labels, music publishers, music advocacy groups and of course so many individual artists and songwriters were outspoken in their support, recognizing the importance of what we were seeking to achieve. United in purpose, they strengthened our resolve to fight for the result we have achieved: a deal that will benefit not only UMG artists and songwriters but the entire music ecosystem.
As an organization committed to breaking new ground, driving the industry forward, and protecting artists and songwriters from the negative effects of disruptive technology, we expect and even embrace the inevitable conflicts that will result from fulfilling our commitments. But ultimately, the point of engaging in such conflicts is to find higher common ground from which progress can be made. I am enormously proud of what our teams and our artists have been able to achieve with TikTok in finding that common ground on which we will build a foundation for a brighter future.
Three months ago, on January 30, we issued an open letter to the artist and songwriter community that stated plainly that any new deal with TikTok would have to address three critical issues, including:
Protecting artists and songwriters from the harmful effects of AI, and dilution of royalties by a flood of AI content;
Improving the compensation paid to artists and songwriters; and
Prioritizing online safety for both TikTok’s users and our artists.
To convey to you the essence of what we’ve accomplished, I’ll highlight the gains we’ve achieved on all three issues within the context of why these issues have been so important for UMG and all of us as a community.
I. Protecting Human Artists from the Harmful Effects of AI
TikTok has now addressed the primary concern we expressed in our open letter that AI generated content would “massively dilute the royalty pool for human artists.” Further, they have made a number of commitments regarding AI that demonstrate respect for our artists’ and songwriters’ works and “rights of publicity,” as well as support of UMG’s principles on AI, including on training without consent.
AI technology, when used responsibly, offers artists enormous untapped potential, but when used irresponsibly, threatens to cause them deep harm. UMG has been leading the industry in addressing AI’s potentially harmful effects while embracing its opportunities. Our Responsible AI initiative, which was launched last year, puts the protection of artists and the advancement of their interests at the very core of how we think about AI. The goals of that initiative are:
·protecting human artists from being economically disadvantaged by AI;
·guarding against the use of AI-generated deepfakes; and
·requiring transparency in how AI companies train their models.
Our new agreement with TikTok will protect the integrity and value of human artistry and ensure that “fake artist” AI content uploaded by third parties that misappropriates the identities of our artists and infringes upon their right of publicity can be removed. This new deal will extend artist protections even further and promote a better environment for authentic artist/fan engagement.
The deal is only the most recent example of how we are advancing our AI initiative. Over the last year, with artists, as always, at the forefront of our strategy, we developed relationships with a wide array of leading tech companies and entrepreneurs and have been collaborating with a growing number of them on various market-led opportunities and approaches for the responsible use of AI.
II. Improving Compensation for Artists and Songwriters
Under the new agreement, artist and songwriter compensation will be greater than under our prior TikTok deal, and the total value UMG’s artists and songwriters garner from this partnership will be more closely aligned with other platforms in the social music category. Further, TikTok will implement tools and processes to help address provenance and attribution issues, helping artists and songwriters to more effectively monetize their work.
As technology evolves and allows fans to enjoy and consume music in new ways and from new sources, the health and vitality of the music industry requires that artists and songwriters be fairly compensated from the revenue generated by those new sources. Social media is a critical category for advancement of this objective.
In 2017, as the growth of social media was transforming culture, UMG and Facebook entered into the first-ever deal to monetize what had yet to be monetized—the use of music on social platforms. Since that first Facebook deal, the continued growth of social media and its free-to-consumer music engagement has been remarkable.
In fact, the revenue streams from this social music engagement generate tens of billions of dollars in advertising revenue for digital platforms. (And that consumer engagement also greatly benefits platforms in another way—it enables them to acquire customers for their other business ventures, such as eCommerce.) Given the vast sums that music generates for these platforms, any claim that the “free promotion” they provide would ever be sufficient and fair compensation for the use of that music would be absurd.
Revenue streams from several categories that are “free to the consumer” today (such as ad-supported streaming, synch and neighboring rights) account for more than 30% of all revenue for the entire global recorded music industry—almost double what it was a decade ago. For some artists, that can translate into anywhere from 20% to 40% of their income from recordings.
With the commercial significance of this sector in mind, during the last few months, we’ve accelerated engagement with music on other monetized social platforms including Snapchat, Instagram and YouTube Shorts. And, in a recent agreement with Spotify—which will make available a range of new features that were previously found only on social media platforms—we’ve even broadened the very definition of the social music category. In short, the income from social media is increasingly important income to artists, songwriters, labels and publishers, which is why we have pushed hard—and will continue to push hard—to protect and develop it.
III. Providing Online Safety for TikTok’s Users and Artists
Under our new deal, TikTok have agreed to take steps to address our concerns around platform integrity and the negative impact of social media on its users.
The harmful consequences of unmonitored social media have been highly publicized of late. It is a critical part of our mission to work toward promoting the safety and integrity of environments for our artists and their fans.
Some of the concerns on our agenda with TikTok will include safeguards such as policies and tools to prevent and remediate hate speech and bullying. Some of the platform integrity measures include important steps to help address deep-fakes, infringing and unauthorized content and algorithmic manipulation.
I want to close by saying something more about the unprecedented support we received from the music community, especially those individual artists and songwriters who raised their voices in various forums. Of special note are those who signed the recent Artist Rights Alliance open letter which called on tech platforms to employ AI in a responsible manner and not at the expense of recording artists and songwriters. Their widespread support underscored the importance of striking AI protections. In particular, I want to express my deep gratitude to all of UMG’s artists and songwriters who, over the last few months, have had to endure having their music removed from TikTok during the dispute. We appreciate how difficult this may have been for some of them and we are so grateful for their willingness to pursue the path we took. I have no doubt that their advocacy—both publicly and behind the scenes—will positively influence the future of the industry for all artists.
Thank you to all who helped make this possible. This is yet another example of what the music community can accomplish when we work together.
Lucian
Chinese music streaming service provider NetEase Cloud Music entered a licensing agreement with K-pop label JYP Entertainment, granting it the right to digitally distribute JYP’s catalog in China. JYP artists include J.Y. Park, TWICE, Stray Kids, BOY STORY, ITZY, Yao Chen and NMIXX.
TikTok announced a partnership with European ticketing provider CTS Eventim through which artists can now promote their live dates in their TikTok videos and sell tickets via the CTS Eventim platform. The feature is available to any certified artist on TikTok in Germany, with additional markets to follow.
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Warner Music South East Europe launched Balkan Electro, a new EDM-focused label, in collaboration with Ensis Records. Through the deal, Ensis artists can be distributed, upstreamed and marketed through the new label. Warner Music Poland will also collaborate to sign new local talent to Balkan Electro, which will additionally team with Amsterdam-based Spinnin’ Records and the dance-focused teams at Warner Music Central Europe and Warner Music France. The first releases on Balkan Electo are Prisko and TBX’s “Back to 95” (April 19), Melli’s “Losing My Mind” (April 26) and Kevin’s Palacios and Jordan’s Grace’s “Bright As You” (May 10).
The City of El Paso has approved a $30.9 million performance-based incentive agreement to support the creation of Notes Live‘s new $80 million, 12,500-capacity open-air amphitheater in El Paso, Tex., to be named the Sunset Amphitheater. According to a press release, the project will support more than 2,000 direct and indirect jobs with the potential to generate a $5.4 billion impact for the El Paso community. Construction is slated to begin in late 2024 with an opening set for early 2026.
Concert discovery app Songkick teamed up with Black music and culture ticketing and marketing company Shoobs in a deal that will see Songkick list and promote Shoobs events to its 155 million users via its app, website and eCRM. The partnership is designed to boost the visibility of Black culture events and performers including Afro Nation Portugal, Burna Boy and Piano People in the Park.
Ticketing company AXS acquired a majority stake in WRSTBND, a provider of access control, credentialing and point-of-sale solutions for live events and venues. WRSTBND will use the investment to grow its capabilities and offerings to clients while integrating AXS’ Mobile ID technology with WRSTBND’s ecosystem. “[WRSTBND’s] hardware and software technology combined with the scale of AXS’ premier festivals and live event clients, including Coachella, New Orleans Jazz & Heritage Fest, and Hyde Park BST will create the most seamless and cutting-edge access and payment solutions available anywhere,” said AXS chief strategy officer Marc Ruxin in a statement.
Celebrity Coaches, which provides transportation and logistics for live events, acquired Nashville-based entertainment coach leasing company Moonstruck Leasing. The acquisition will add several luxury Prevost motorcoaches to Celebrity’s existing fleet. Terms of the deal were not disclosed.
The Irish Music Rights Organisation (IMRO), an international performing rights organization, partnered with music recognition technology company Audoo to implement its Audoo Audio Meter in select public spaces and retail locations in urban areas across Ireland, with plans to expand it to all business types in the country. The partnership is designed to help promote a more accurate and transparent breakdown of royalty distributions to music creators by recognizing background music being played via Audoo Audio Meteres and reporting the data back to IMRO. Business owners in Ireland can request an Audoo Audio Meter free of charge.
Private equity firm PAI Partners acquired a majority stake in Audiotonix, which designs, engineers and manufactures professional audio mixing consoles, production software and ancillary products. Investment house Ardian (which acquired Audiotonix in March 2020) will retain a minority stake alongside Audiotonix management. The U.K.-headquartered Audiotonix specializes in designing, engineering and manufacturing products that help enable high sound quality for several formats, including concerts, theater shows and sporting events. Its products have been used on tours by artists including Coldplay and U2 as well as at the Super Bowl and Sphere in Las Vegas.
RoEx, a tech startup driving intelligent audio production tools, was awarded a 250,000 pound ($313,000) grant by national innovation agency Innovate UK as part of a funding competition called Creative Catalyst: AI in the Music Industry. The grant will support the research and development of RoEx’s new model, ProStyle, which will provide a platform for mix engineers to partner with RoEx to train a machine learning model that captures their individual mixing style, thereby allowing them to monetize their sonic identity. Through this, the goal is for musicians and creators to have the ability to mix tracks in the engineer’s style using ProStyle.
Full-service entertainment marketing company FlyteVu and Club CMO, a community of more than 1,500 chief marketing officers across 30 cities globally, struck a partnership through which FlyteVu will offer Club CMO members “backstage” access — both in-person and virtually — to FlyteVu-marketed sports, music and pop culture events. Through the partnership, Club CMO members will be offered a closer look at FlyteVu’s industry expertise and knowledge, which they can then take back to their own organizations.