TikTok inks music deal as it sets up shop in California | Inquirer Business
Close  

TikTok inks music deal as it sets up shop in California

/ 05:25 PM January 26, 2020
TikTok

Tiktok’s logo displayed on a tablet screen in Paris. Image: AFP/Lionel Bonaventure

TikTok on Thursday licensed a catalog of independent music as it worked to build on the momentum of the social networking app specializing in video snippets.

The deal between TikTok and Merlin, a digital rights agency for independent music labels, is designed to help facilitate the use of the short-form video service for promotions.

ADVERTISEMENT

Financial terms of the deal were not disclosed.

Merlin chief executive Jeremy Sirota said: “Merlin members are increasingly using TikTok for their marketing campaigns, and today’s partnership ensures that they and their artists can also build new and incremental revenue streams.”

FEATURED STORIES

London-based Merlin said its roster of members spans more than 60 countries and includes tens of thousands of independent record labels, distributors and artist management companies.

The news came as TikTok opened an office in Los Angeles to advance its ambitions in the United States.

“Located between the innovative tech companies in Silicon Beach and the streaming content companies at Hayden tract (in Los Angeles), TikTok truly sits at the intersection of technology and entertainment, physically and figuratively,” TikTok U.S. general manager Vanessa Pappas said.

“While we are a global company, having a permanent office in LA speaks to our commitment to the U.S. market and deepens our bonds with the city, and the talent and companies, that call it home.”

TikTok, launched by Chinese company ByteDance in September 2017, has quickly become one of the most popular social networks in the world, with young people its main market.

In November, the app hit 1.5 billion downloads worldwide, outperforming Instagram.

Users typically post short clips of themselves performing skits, lip-syncing and dancing.

ADVERTISEMENT

But TikTok has come under scrutiny recently over whether it censors content deemed sensitive by China’s authoritarian rulers.

TikTok said in a statement in October its operations were not influenced by the Chinese government. RGA

RELATED STORIES: 

Instagram launches Reels video clip feature designed to compete with TikTok

Instagram expands hiding ‘likes’ to make you happier

Subscribe to our business newsletter

By providing an email address. I agree to the Terms of Use and acknowledge that I have read the Privacy Policy.
Read Next
Don't miss out on the latest news and information.

Subscribe to INQUIRER PLUS to get access to The Philippine Daily Inquirer & other 70+ titles, share up to 5 gadgets, listen to the news, download as early as 4am & share articles on social media. Call 896 6000.

TAGS: California, China, TikTok, United States, video streaming
For feedback, complaints, or inquiries, contact us.

Subscribe to our business news

By providing an email address. I agree to the Terms of Use and
acknowledge that I have read the Privacy Policy.



© Copyright 1997-2021 INQUIRER.net | All Rights Reserved

We use cookies to ensure you get the best experience on our website. By continuing, you are agreeing to our use of cookies. To find out more, please click this link.