TikTok signs music licensing deal with Merlin to expand its music collection

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 24, 2020, 4:50 PM UTC
With deals like this, publishers can gain incremental royalties from digital platforms. 
Based on a TechCrunch report, TikTok has signed a licensing deal with Merlin to give its creators access to an increased music collection and partnerships. Merlin is an agency that represents a wide range of independent music labels and artists.
The report also states that TikTok has agreed to sign similar deals with Sony Music, Warner Music and Universal Music. But it hasn’t been officially announced yet. This piece also states that this short-video platform currently doesn't allow its creators to earn income through the channel and that could eventually be a major concern.
The article highlights that TikTok has the audience and also the attention of brands. But they should work on sharing its revenue streams with its top creators and generate optimal results for brand partners.
[3 minute read]