TikTok Signs Major Direct Deal with UnitedMasters, Moves Away from Merlin Partnership
TikTok has signed a direct multi-year agreement with UnitedMasters, following its decision not to renew its contract with independent collective Merlin. The deal provides TikTok access to UnitedMasters' complete music catalog while offering expanded commercial opportunities for artists through TikTok's Commercial Music Library.
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The partnership comes after TikTok's decision to end its Merlin agreement, which expires October 31, citing "operational challenges" related to copyright quality control. This direct deal with UnitedMasters is one of the first agreements made with a former Merlin member.
Steve Stoute, UnitedMasters' Founder & CEO, emphasized that the partnership will give their artists access to TikTok's global audience while providing platform creators with early exposure to leading independent music. The deal connects artists with TikTok's network of 70+ million brands, creating new revenue and promotional opportunities.
While TikTok and UnitedMasters celebrate the partnership's potential, IMPALA, an independent music collective, suggests the move away from Merlin is an attempt to reduce artist payments through individual deals.
The platform's influence on music success is evident through cases like UnitedMasters artist FloyyMenor, whose track "Gata Only" has accumulated over a billion streams since February 2024 after gaining popularity on TikTok.
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