TikTok has signed a licensing deal with Sony Music, although the companies didn’t specify any timescale for the agreement – not even a ‘multi-year’ mention in the announcement.
There’s a valid question around this, because TikTok did have short-term licensing deals with all three major labels earlier this year, paving the way to longer-term deals.
“This is an exciting step forward in the level of collaboration between the two companies,” announced TikTok, which suggests the new agreement may be more than just another bridging deal.
As with other such partnerships, TikTok will have access to Sony Music’s catalogue, while also working with the label to promote its artists on its app. That will build on existing work together: for example Sony Music UK’s recent partnership with TikTok to bring George Michael’s catalogue to the app.