Warner Music Group and TikTok enter partnership

The multi-year, multi-product deal follows TikTok’s strategic alliance with Africa-facing DSP Boomplay last week to explore cross-promotion of trending content on both platforms via mutual playlists and content discovery.

The new arrangement licenses the repertoire of Warner Recorded Music and Warner Chappell Music to the ByteDance-owned TikTok, TikTok Music, CapCut and TikTok’s Commercial Music Library, and is expected to generate fresh revenue streams and marketing avenues for WMG’s artists and songwriters while deepening the connection with TikTok’s large and enthusiastic community of music enthusiasts.

The collaboration will provide artists and songwriters with unique opportunities to collaborate with TikTok’s brand partners, enhance fan engagement, and monetize their work through various channels such as merchandise, ticketing, and digital goods and services. Additionally, the partnership aims to develop new economic models that will benefit both companies and their stakeholders.

Additionally, the companies have agreed to a licensing deal for TikTok Music, the premium subscription streaming service that recently launched in Indonesia and Brazil, with plans for further growth in other markets.

“We are happy and excited for our next chapter together with TikTok,” WMG CEO Robert Kyncl said. “Through this expanded and significantly improved partnership for both companies, we can jointly deliver greater value to WMG’s artists and songwriters and TikTok’s users.”

TikTok CEO Shou Zi Chew added: “We are very excited to partner with Warner Music Group to create a shared vision for the future in which artists, songwriters, music fans and the industry can all benefit from the power of discovery on TikTok platforms.”