Sorry UMG, we don’t miss you! 💁♀️
Post UMG music on TikTok… 📝
🎼 TikTok used to be Music.ly and became popular during the pandemic for silly little dances–but now without UMG music, is TikTok…better??? 😯
Originally TikTok was a place where you’d hear the latest music first, see dance trends and even find new artists from labels of all sizes or independent artists–but now that UMG has removed their music catalog TikTok is noticeably less musical and more story oriented..and..engaging??
From Charlotte and the shark ray/steezus debate, to ReesaTeesa, people are rallying around story times, and making the best of the sounds available–which is how UMG music came to be so popular on the app.
Not because the music was necessary, but because it was available.
While many had predicted this might be bad for TikTok, it’s looking like this might be UMG’s loss, as the creators and people of TikTok are creative and resourceful and not at all missing UMG’s music like they thought they would.
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😬 Working against UMG? 🚫
Currently UMG has some of the highest performing music artists, but one could argue that is because of TikTok spreading UMG music, and in spite of TikTok “not paying enough” TikTok changed the trajectory of tons of new, and old, music artist. The reason sounds like “high heels on my tippies” wasn’t because the value UMG was bringing to the table, or even in Nicki Minaj herself, but the people who created their own videos with the sound—that’s what made people want to share it, or record their own POVs.
Again—the music wasn’t a necessity but simply available to use, and people will continue to make remixes that may be taken down, or have UMG wondering if taking their content off TikTok is worth it in the long run.