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Believe’s new TikTok deal includes licences and marketing


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It wasn’t just UMG and Spotify announcing a new licensing deal yesterday: distribution firm Believe also had an agreement to reveal – with TikTok.

The pair have signed a multi-year deal that will license Believe’s entire catalogue for use on TikTok globally, including its TuneCore subsidiary. There’s also the promise of “more marketing coverage and revenue opportunities on TikTok” for Believe’s artists and labels, and “more education and opportunities for getting their music discovered, promoted and showcased in-app” for TuneCore’s artists.

In the announcement, TikTok noted that Believe had already in the last year “invested in dedicated ‘TikTok audience development’ experts” and run training webinars with the app’s team.

TikTok also cited Believe-backed The Limba, Petit Biscuit and Inder Chahal as examples of artists reaching big audiences through its app. The multi-year deal may well be an example of the kind of agreement TikTok would like to strike with major labels, who are currently in shorter-term agreements with the company.

Stuart Dredge

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