Royalty free tik tok music8/17/2023 ![]() ![]() But Triller recently claimed that it took down some major label music because only “a very small percentage of our users” actually use it, and it “therefore makes no sense for Triller to continue spending tens of millions of dollars a year” licensing that music. Social video app Triller has faced many accusations, from failing to pay music rightsholders to fabricating its user numbers (the company denies both). TikTok is not the first to poke at this question. At a time when every major tech company is focused on “efficiency”, it makes sense that TikTok might try to understand how much impact those expensive licensing deals actually have on their platform. The company also continues to deal with threats to ban the app in the U.S. No company is immune to the recession, especially one that relies so heavily on advertising revenue, and in the past year, TikTok has conducted layoffs and slashed its global revenue targets by at least $2 billion. In some ways, bigger labels may be facing a similar situation on TikTok as they are on DSPs, where they are seeing their share of streams diluted by the vast and steadily-increasing volume of independent, amateur, and mood music.Īs David Turner has pointed out in his Penny Fractions newsletter, conversations about TikTok’s payments to the music industry often leave out TikTok’s own financial challenges. Surely the hits still dominate on TikTok, but not as much as they used to. Two songs by independent artists (or artists signed to an indie label) The last two years of pandemic-driven disruption in the music industry may just have created a window of opportunity for real change in the fight for gender equality. Three audio clips (including an Aubrey Plaza interview and Euphoria voiceover) ![]() As an experiment of my own, I opened the TikTok app and noted down the sounds in the first 15 videos on my ‘For You’ page. Memes have officially gone audio, as voiceovers from television shows, movies, podcasts, and even other TikTok videos regularly go viral. Many more popular sounds are not music at all. In the future, music creation will likely be integrated within social platforms, letting users simply create their own music for videos. ![]() Royalty-free music is often the only option for creators who post longer videos (TikTok now caps videos at three minutes), as major label music is only licensed for short clips. Many creators who monetise their videos have shifted to using royalty-free sounds - TikTok even provides a library of them. With rather convenient timing, TikTok just launched its SoundOn tool in Australia, making it easier for unsigned artists there to upload their music directly to the platform. TikTok is no longer just about hit music, or even music at allĪnyone who regularly uses TikTok will know that users now incorporate a wide range of sounds outside of hit music, from independent music to user uploads. ![]() As news outlets have guessed, its parent company ByteDance is likely testing the boundaries of its dependency on popular music. This is why TikTok’s recent removal of some music for users in Australia is such an interesting experiment. The more that the music industry needs TikTok to drive hits (and, although to a lesser extent, revenue), the more leverage TikTok gains. Licensing negotiations between platforms and the music industry come down to one question: which side needs the other more? The more that TikTok needs hit music to attract users, the more leverage the music industry (meaning labels and publishers) gains. ![]()
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