The Impact of TikTok’s Direct Deal with Taylor Swift

In 2024, TikTok faced an intense standoff with Universal Music Group over licensing fees, generative AI content, and content moderation, which lasted for three months. It wasn’t until Taylor Swift bypassed her record label and struck a direct deal with TikTok that a resolution was in sight. This move highlighted the evolving incentives for artists, who are now prioritizing broader promotional objectives beyond just music sales.

In this episode of Trapital, I’m joined by Tati Cirisano from MIDiA Research to dissect the ongoing dynamics between TikTok and the music industry, including Merlin’s indie artists and the potential TikTok ban.

Listen to the full episode: https://link.chtbl.com/tiktoksfutureinmusic

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