A different kind of earworm latched onto my head recently, as Universal Music Group artists' music started disappearing from TikTok. It's not a song, but I whispered this in my sleep while singing in the shower. You are now one of my elite employees! ”
I wasn't the only one with this obsession. This memetic soundbite has been used by TikTok creators to poke fun at everything from his close friend's FaceTiming to his leftover marijuana smoking. Xbox and SpongeBob's official brand accounts also participated. This particular audio originates from @mainmannie's satirical CEO character, but his viral TikTok sounds can actually come from anywhere.For example, an audio clip from two years ago. white lotus The character talking about texting also appeared many times on my For You page.
With so many popular songs still blocked from TikTok, it's possible that songs from smaller artists or other labels, such as Beyoncé's new songs, could fill the gap, but the more likely scenario is Royalty-free, nearly context-free sound clips are the new hot item on the platform.
Songs from artists signed to UMG, including Taylor Swift, Drake and Olivia Rodrigo, were removed from TikTok in early February, and even more music is now gone. “Universal not only let the recording contracts expire, which removed all music performed by the artists, but they also let the publishing contracts expire,” says Tatiana Cirisano, music industry analyst at MIDiA Research. “This currently means any song with lyrics or melodies created by anyone signed to Universal Music Publishing Group, and that music will also be removed.”
UMPG issued a statement Thursday claiming that negotiations centered on disagreements over music revenue, artificial intelligence and platform safety. The company also lightly acknowledged that a growing number of artists are expressing frustration about their songs being blocked from TikTok, saying, “We understand that this disruption is difficult for some of you and your careers. “We are sensitive to how this will affect everyone around the world.” ”
User-generated videos of music fans lip-syncing and dancing to songs were the basis for the beginning of TikTok's huge success. In 2017, TikTok's parent company ByteDance acquired a popular app called Musical.ly, described by The Verge as a “karaoke app for teens.” The following year, ByteDance merged Musical.ly and TikTok. Since then, thanks to the platform's meme populace, it has become a hub of music discovery where artists can find new forms of fame.
In an email to WIRED, Leah Linder, a member of TikTok's communications team, emphasized the platform's continued commitment to music fans. Linder pointed out that there are still many songs on TikTok. However, depending on where you live, about a quarter of the typical catalog is currently missing. The company's recent statement claims that artists can continue to connect with fans on TikTok even without official music. This is especially true for acts that are already well known. Olivia Rodrigo's songs may not be on my feed anymore, but a huge number of fancams from her current concert tour are on my FYP.