TikTok and Sony Music enter into Licensing deal.
Tik Tok and Sony Music Entertainment have entered into a Licensing deal which allows Tik Tok users to access Sony’s massive catalogue of music, and will help to support creatives and drive fan engagement.
‘Dennis Kooker, SME’s president of global digital business and U.S. sales, said, “Short form video clips have developed into an exciting new part of the music ecosystem that contribute to the overall growth of music and the way fans experience it. TikTok is a leader in this space and we are pleased to be partnering with them to drive music discovery, expand opportunities for creativity and support artist careers.”
Ole Obermann, TikTok’s global head of music, said, “We are thrilled to enter in to this agreement with Sony Music so that we can continue to work together to connect the incredible roster of Sony artists in the US and across the globe to new audiences and harness the power of TikTok. Especially during this time when the artist community is challenged to find new ways to reach fans with their music, we are committed to working together to do just that.”
The short for video app’s raging success is largely due to the intentional use of music and the power audio has in engaging and interacting with audiences.