The Impact of Universal Music Group’s Decision to Remove Songs from TikTok
Universal Music Group (UMG) recently made headlines by announcing that they will be wiping their songs from TikTok. This decision has sparked a lot of debate and discussion, with many questioning the impact it will have on artists, especially the smaller ones.
One musician who has seen firsthand how TikTok can elevate an artist’s brand is Mareux. Mareux’s 2015 cover of The Cure’s “The Perfect Girl” went viral on TikTok in 2021, propelling him to a performance at Coachella. Mareux believes that UMG’s decision will have a detrimental effect on artists like him who have benefited from the exposure and opportunities that TikTok provides.
UMG claims that they are pulling songs from TikTok to help artists financially. However, Mareux sees this as a shady move. He believes that if UMG truly cared about their artists, they would focus on improving their contracts rather than destroying the limitless opportunities that TikTok offers.
From Mareux’s perspective, getting music integrated into TikTok posts is an excellent marketing tool. The exposure generated on the platform can change an artist’s career, as it did for him. Mareux argues that UMG’s decision is driven by greed and that lesser-known artists who relied on TikTok to promote their music must be feeling incredibly stressed.
It’s not just the smaller artists who will be impacted by UMG’s decision. The label boasts a massive roster of artists, including Taylor Swift, Drake, Nicki Minaj, Ariana Grande, Bad Bunny, Ice Spice, and Rosalía. Mareux believes that even established acts will feel the repercussions of UMG’s decision.
Mareux serves as a prime example of the power of TikTok for relatively unknown musicians. His “Perfect Girl” cover sat in obscurity for six years until it went viral on TikTok. He credits the app for launching his career and believes that he wouldn’t be where he is today without it.
While artists may not make a lot of money directly from TikTok, Mareux argues that the exposure generated on the platform helps them make money in other ways. He fears that the UMG strike will put an end to this cash flow, affecting artists’ ability to monetize their music.
In conclusion, UMG’s decision to remove songs from TikTok is set to have significant implications for artists, particularly smaller and lesser-known ones. The debate surrounding this move highlights the power of TikTok as a marketing tool and the need for record labels to prioritize the interests of their artists. Only time will tell how UMG’s decision will impact the music industry as a whole.
