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It’s not just Taylor Swift. The world’s biggest artists are returning to TikTok

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Ariana Grande, Adele, Rihanna and Coldplay will soon join Taylor Swift back on TikTok following a deal with Universal Music Group, ending a feud that saw one of the world’s biggest record labels pull its music from the social media platform.

Ariana Grande, Adele and Rihanna will soon be back on TikTok, joining Taylor Swift after a deal with Universal Music Group ended a feud that saw one of the world’s biggest record labels pull its music from the video platform. The licensing agreement, announced Wednesday, means that within one to two weeks TikTok’s 1 billion-plus users will be able to use music by UMG artists in their videos.

“We think this announcement is a clear positive for UMG,” UBS analysts wrote in a note Thursday. They added that under a “conservative assumption” the new deal could double Universal’s revenue from TikTok to €200 million , amounting to 2% of the company’s total revenue. Universal pulled its music off TikTok in February after the two companies failed to reach an agreement on royalty fees for Universal’s artists, who also include Lady Gaga, Coldplay and Justin Bieber.

 

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