Robert Kyncl, former Chief Business Officer at YouTube and current Chief Executive of Warner Music Group (WMG), has announced a significant licensing agreement between WMG and TikTok. This multi-year, multi-product deal allows TikTok to license the repertoire of Warner Recorded Music and Warner Chappell Music, along with other platforms like CapCut and TikTok’s Commercial Music Library.
The agreement aims to explore new revenue generation and promotional opportunities, including merchandise, ticketing, and digital goods and services. It also mentions the joint development of additional and alternative economic models, leaving room for speculation on more sophisticated payment structures or potential involvement with TikTok Music, the recently launched music subscription app in Indonesia and Brazil.
This partnership marks a turning point in the relationship between major music companies and TikTok, which had experienced some tension in the past. With this new deal, both parties are optimistic about delivering greater value to WMG’s artists and songwriters and enhancing the discovery power for music fans on TikTok platforms. The collaboration signals a fresh approach to music rights deals and opens the door for future opportunities in the music industry.