TikTok Secures Direct Music Deal with UnitedMasters After Dropping Merlin Partnership
TikTok has signed a direct multi-year agreement with UnitedMasters, shortly after announcing it would not renew its agreement with independent collective Merlin. This strategic move gives TikTok access to UnitedMasters' entire music catalog while offering their artists additional revenue opportunities through TikTok's Commercial Music Library.
The decision comes as TikTok's current Merlin deal expires on October 31. TikTok cited "operational challenges" with Merlin regarding copyright quality control as the reason for not renewing their agreement.
Steve Stoute, Founder & CEO of UnitedMasters, emphasized that this partnership will give their artists access to TikTok's global audience while providing platform creators with early access to trending 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, indie collective IMPALA has criticized the move, suggesting it's an attempt to reduce artist payments through individual deals rather than collective agreements.
The partnership's impact is already evident through success stories like UnitedMasters artist FloyyMenor, whose reggaetón hit "Gata Only" has accumulated over a billion streams since February 2024 after gaining popularity on TikTok.
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