Warner Music Group has signed a licencing deal with the Chinese short-video app TikTok, to increase its social media profits, the record label.
The multi-year agreement, which the businesses announced on Tuesday, would enable Warner Music’s artists and songwriters to take advantage of new revenue and marketing opportunities from TikTok’s more than 1 billion users.
Many new artists have found success on social media sites like TikTok when videos showcasing their music went viral and helped them land lucrative record agreements.
According to the new deal, TikTok’s brand partners, such as World Wrestling Entertainment, as well as new monetization tools including apparel, ticketing, and digital goods will be accessible to Warner Music’s artists and composers.
The agreement grants TikTok Music a licence to use the collection of Warner Recorded Music and Warner Chappell Music.
