The Sound of (TikTok) Silence: Strategies for Marketers in a Post-UMG World

On February 1, 2024, Universal Music Group (UMG) pulled its entire music catalog from TikTok as a result of a heated dispute concerning artist compensation and AI-generated music. With the expiration of their licensing agreement, UMG's vast collection of songs from global superstars like Taylor Swift, Billie Eilish, Adele, Bad Bunny, and Drake vanished from TikTok's library.

TikTok is being accused by UMG of trying to build a music-based business without adequately compensating the artists. This accusation is underscored by UMG's claim that despite TikTok's substantial user base and its reliance on music-based content, the social media platform contributes to only about 1% of UMG's total revenue. UMG also raised concerns about TikTok's approach to artificial intelligence in music, indicating that the platform was flooded with AI-generated recordings, potentially diluting the royalty pool for human artists.

TikTok's model, which integrates music into its short-form video content, has become a critical avenue for creators of all types – especially smaller and independent creators – to promote their art and engage with their audience. The platform demonstrates the power of authenticity and the unifying force of music to turn an ordinary moment into a cultural touchstone.

Cranberry Dreams: The Birth Of A Vibe

One such moment happened in October of 2020, when Nathan Apodaca, known as @420doggface208 on TikTok, became an overnight sensation. His impromptu video, crafted from a mix of carefree skateboarding, a swig of Ocean Spray cranberry juice, and the timeless rhythm of Fleetwood Mac's "Dreams," resonated deeply, sparking a wave of positivity and creativity. Nathan's "morning vibe" became a viral phenomenon and inspired an outpouring of recreations and tributes across the globe. Fleetwood Mac's classic hit (first released in 1977) rode this wave of newfound popularity, charting once again 43 years later and demonstrating the profound impact of digital platforms on music and culture. This resurgence was not just a win for Fleetwood Mac and Nathan – who got a free truck from Ocean Spray and donations from people all over the world – but also for UMG, who still owns the rights to the song.

Now, with UMG pulling its catalog from TikTok, content creators, marketers, and advertisers are being forced to navigate this new terrain with caution and creativity, seeking innovative ways to engage audiences amidst these changing dynamics. UMG's extensive portfolio, accounting for somewhere around 33% of the music industry, means that many popular songs are no longer accessible, pushing creators to adapt and innovate. In a testament to human creativity and resilience, TikTok users are beginning to embrace royalty-free music, crafting viral dances and content around these tunes. This shift underscores a broader trend: while big-name artists and songs are important, the core of TikTok's culture lies in its community's ability to create, adapt, and embrace any piece of music, turning it into a shared cultural moment.

The Safety Dance

For marketers and advertising creative professionals, the UMG-TikTok standoff highlights the fragile nature of relying on third-party platforms for content distribution and marketing. The importance of diversifying content strategies and being adaptable to sudden changes in content availability. It also emphasizes the need to closely monitor the evolving landscape of content rights and compensation, ensuring that content strategies are not only creative and engaging but also sustainable and respectful of creators' rights.

The stories of viral successes like Apodaca's and the current adaptability of TikTok users reflect the evolving landscape of music and content creation. They highlight the platform's role not just in entertainment but in shaping music trends and creating unexpected opportunities. As the industry navigates the implications of UMG's decision, the creativity of TikTok's community ensures that music and content creation will continue to thrive in new and unexpected ways.

Get Into The Groove

The evolving landscape of content creation and music distribution presents both challenges and opportunities for marketers. Here are four strategies that marketers can adopt to stay ahead:

1. Leverage Authenticity and Storytelling: Nathan Apodaca's viral moment wasn’t just about a song choice; it was about authenticity and a relatable story. Marketers should focus on creating content that resonates on a personal level with their audience, telling stories that engage and inspire. This approach not only captures attention but can also lead to organic sharing and engagement, amplifying the reach of your message.

2. Diversify Music and Content Sources: With major catalogs like UMG's potentially off the table, there's an opportunity to explore and promote lesser-known artists. This not only mitigates the risk associated with reliance on major labels but also supports and elevates emerging artists, who are more likely to appreciate the help of your brand.

3. Foster Community and Co-Creation: TikTok's culture thrives on community and the ability of users to co-create, adapt, and share content. Marketers should tap into this collaborative spirit by licensing user-generated content directly from influencers and creators. This not only increases engagement but also gives your audience a sense of ownership and connection with your brand, turning them into active participants and promoters of your message.

4. Compensate Creators Fairly: The UMG-TikTok rift, the advent of generative AI and the recent SAG strike are all reminders of the importance of creator compensation. The symbiotic relationships between creators, platforms and brands can be as beautiful as three-part harmonies, ensuring that the soul of artistry continues to thrive in every note, frame, and pixel of our shared cultural tapestry. But if you don’t pay the piper fairly, you might just end up with nobody to dance with.

This won’t be the last digital disruption marketers face. The new digital media landscape will continue to surprise us. But by incorporating these strategies into your content marketing playbook, you can navigate the complexities of the current landscape, foster deeper connections with your audience, and drive engagement in innovative and meaningful ways.

Rock on.

P.S. Like the blog’s thumbnail? Shoutout to @silverdisobedience from our Creator Community!