After 10 weeks of absence from the platform, Taylor Swift's music has returned to TikTok, or at least her most recent songs and the “Taylor's Version” cuts, since she owns those masters.
Taylor Swift's music and the music of all artists signed to Universal Music Group were removed from TikTok when the two parties were unable to reach a renewed licensing agreement. UMG released a scathing press release accusing TikTok of trying to “bully” the label into accepting a deal that was worth less than the previous one. UMG framed its refusal to reach a deal with TikTok as a way to defend emerging artists.
“How did (TikTok) try to intimidate us? Selectively removing music from certain of our developing artists, while keeping our audience-driving global stars on the platform,” UMG wrote. “TikTok's tactics are obvious: using the power of its platform to harm vulnerable artists and trying to bully us into accepting a bad deal that undervalues music and defrauds artists and songwriters, as well as their fans.”
TikTok did not respond to a request for comment.
UMG also represents superstars like Billie Eilish, BTS, Ariana Grande and Olivia Rodrigo, but Swift is in a unique position. Following her own contract disputes, Swift has been re-recording their old albums to regain ownership of the songs. Her recordings of “Taylor's Version” are back on TikTok, but songs from albums like “Reputation,” which does not yet have a “Taylor's Version,” are still absent from the platform.
The timing of Swift's return to TikTok is no coincidence. Next week, Swift will release her new album, “The Tortured Poets Department.” Even artists as big as Swift aren't immune to the need for social media marketing, and if fans can't create TikToks using the new record's sounds, the album might be… a little less ubiquitous? But the partnership is also beneficial for TikTok. With a fanbase like Swift's, it's inevitable that numerous audio trends will emerge from the album, and TikTok won't want to miss out on that engagement, especially since Reels will have that music anyway.
