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It’s all due to a letter from Universal Music Group.
coreaboo
universal music group (UMG) is one of the largest music companies in the world, with global artists from all genres, including K-Pop.
On January 31, account X shared a tweet that read: “We must call a timeout on TikTok.”
Our primary mission is simple: help our artists and songwriters reach their highest creative and business potential, which is why we need to call timeout on TikTok.
Learn more: pic.twitter.com/Lhluz1ez5H
– Universal Music Group (@UMG) January 31, 2024
In the article, the company explained the reason for the sinister publication. In particular, noting that their “contract” with TikTok was ending at the end of the month, they listed certain points that came up in the discussions, including compensation, the danger of AI, and safety for users.
In the letter, they explained that while the compensation was being negotiated, the platform did not focus on the other two important points, even accusing the company of intimidating them.
As our negotiations continued, TikTok attempted to bully us into accepting a deal that was worth less than the previous deal, much less than fair market value, and did not reflect its exponential growth. How did he try to intimidate us? Selectively removing music from some of our developing artists, while keeping our audience-driving global stars on the platform.
They then explained that it is their responsibility to take action and fight for a new agreement for the benefit of artists and fans.
We have a primary responsibility to our artists to fight for a new agreement under which they receive adequate compensation for their work, on a platform that respects human creativity, in an environment that is safe for all and effectively moderated.
— UMG statement
One of the big names mentioned that could be affected is BTS.
While BTS’s popularity has grown for years, even without the use of TikTok, it is not impossible to say that the app has allowed a wider audience to listen to the group’s songs, with some becoming viral trends.
For example, a teenage American dancer Charli D’Amelio used “Blood, Sweat & Tears” in a video and, unsurprisingly, it went viral.
@charlidamelio I’m still obsessed with this dress.
However, although BTS is best known for working with universal music, Other big artists also work with the company, especially when it comes to promotion abroad. Other big artists who could be affected by this decision include his peers HIBE cluster SEVENTEEN, artists like black Rose, companies like jyp entertainmentand more.
While not all companies have direct ties to UMG, it was noted that many are signed under companies that work with the company’s distributors.
Many #kpop Acts have direct deals with UMG labels or distribution deals with UMG through distributors like Virgin Music for certain territories like the US or outside of Korea/Asia. Companies/artists affected by the UMG/TikTok licensing issue would likely include…
-HYBE…
—Jeff Benjamin (@Jeff__Benjamin) January 31, 2024
None of the consequences have been confirmed, as details about who will be affected have not been published. However, considering how K-Pop fans use TikTok, it’s no surprise that many are worried about what this could mean for their idols.
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