Short video-sharing app TikTok said on Monday it had signed a handle Sony Music Entertainment that will give all its users access to Sony’s portfolio of music including global artists such as Beyoncé, Martin Garrix, and Harry Styles.
The deal will allow Sony Music to use TikTok’s platform, home to several viral Internet trends and where emerging artists have garnered fans quickly, to raise its artists.
In its announcement, TikTok said that the social media platform’s author community will gain access to current hits, new releases, iconic classics, emerging favourites, and deep cuts across a range of genres. TikTok and Sony Music will also work together to drive greater levels of user personalisation and creativity on the video platform. TikTok will also work together to create opportunities for fan engagement with the music label’s leading artists.
TikTok’s global music head Ole Obermann said, “Particularly all through this time when the artist community is challenged to find new ways to succeed in fans with their music, we are dedicated to working together to do just that.”
The partnership comes a day after the USA Trade Branch said it would “vigorously defend” an executive order that seeks to bar transactions with Chinese-owned TikTok after a federal pass judgement on halted the action.
TikTok signed similar deals with UK-based non-profit Merlin earlier this year, in a tender to expand its music library and a multi-year partnership with Paris-based Imagine, a music platform for independent artists, in July.
© Thomson Reuters 2020
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