TikTok, the popular social media platform, is facing a significant challenge as it loses access to a substantial amount of music due to an escalating dispute with Universal Music Group, the world's largest record label. This conflict has already resulted in TikTok being required to remove songs owned by Universal, leading to the absence of tracks from major artists such as Taylor Swift, Drake, and Bad Bunny on the platform.
The disagreement is now expanding to Universal's music-publishing catalog, potentially causing songs written by Universal's songwriters for artists on other labels to also disappear from TikTok. This ban applies not only to videos posted by the artists themselves but also to a broader range of user-generated content that incorporates music in the background.
In response to this music-related challenge, TikTok seems to be encouraging its users to focus more on creating photo slideshows rather than videos. While this suggestion is not new and has been promoted by TikTok since spring 2023, it has gained significance in light of the ongoing dispute with Universal Music Group.
This situation highlights the influence that large platforms like TikTok have in shaping the type of content users create, as seen in previous instances such as the promotion of horizontal videos and shopping content. Despite the emphasis on photo posts, it remains to be seen whether creators will find them as engaging without the ability to use desired music as a background score.
While much attention has been given to TikTok losing access to music from globally renowned artists, it raises questions about the importance of such music to TikTok users. Many TikTok videos feature music from lesser-known artists that users may not recognize but have encountered through viral TikTok trends. These songs, like the one from indie band The King Khan & BBQ Show, which unexpectedly went viral on TikTok in 2022, may not be impacted by the UMG dispute.
As the situation unfolds, it is evident that TikTok is navigating a complex landscape where the availability of music plays a significant role in user engagement and content creation. The outcome of the dispute with Universal Music Group could have lasting implications for the platform and its diverse community of creators and users.
