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Commercial music soon also for corporate accounts?

TikTok wants to simplify the use of music for corporate accounts soon

The wait is over. The exact date has not yet been set, but one thing is clear: companies will soon finally have the chance to use music legally and easily on TikTok. Find out why this is a win-win situation and what we can look forward to in this blog post. 

TikTok music is everywhere!

Who doesn’t know the feeling when an earworm is the constant companion for several days? The melody is constantly buzzing in your head or you keep humming it. And where does it come from? More and more frequently from TikTok. The short video app not only has addictive potential in terms of the short clips that can be found on it, but also the music and sounds that are used in the videos. It’s not uncommon for a video to go viral only when the music or sound in the background matches it perfectly. All other videos that follow the first video that went viral also have the same music in the background.

Even the music charts are now influenced by TikTok. Even older songs that enjoy increased attention and are often used on TikTok often find their way back into the charts as a result. And so TikTok also has an influence on nightlife, because TikTok music is thus also playing in the background in real life, in the bars and clubs of the city.

This clearly shows how important the music factor is for TikTok users. But the social media platform itself also sees even greater potential in music than has been used to date.

TikTok seeks music rights for corporate profiles

It’s no secret that TikTok, just like the other social media outlets like Instagram, YouTube, and Facebook, is largely funded by advertising – and not in short supply. This year, TikTok will probably generate almost 12 billion US dollars through advertising alone. However, it is not the normal users of TikTok who place advertisements, but companies that are active on TikTok and vie for the attention of the users. Until now, it was not possible for companies to access viral hits because TikTok had to prevent the commercial use of protected music by companies for legal reasons. However, there is a ray of hope on the horizon. TikTok has announced its ambitions to seek music rights in the future so that corporate profiles can also use commercial music. Until now, companies and brands have only been able to access a pool of songs drawn from TikTok’s “Commercial Audio Library.” This has resulted in some companies not getting a business profile to be able to use any music. Since this approach violates the copyrights of artists and record companies, the companies often faced legal consequences.

Participation in Trend Challenges soon also possible for companies

Companies are very interested in taking part in challenges and trends in order to generate greater reach and attract the attention of more TikTok users. This is only possible if they can use the appropriate music for themselves. If TikTok succeeds in closing this gap in the future, the platform will become even more interesting for many companies. For TikTok, this means that more companies will be active on the platform and place advertisements, thus generating more revenue for TikTok. Farther away, companies will have to pay levies for the use of commercial music, which TikTok will pay to the rights holders. As an intermediary, the social media platform will certainly retain a percentage of the amount to benefit financially. However, this results in a win-win situation, as it also allows companies to earn higher profits in the long run by using their desired music. At the moment, it simply doesn’t make sense for companies to try to secure certain music rights, because on the one hand, this is a lengthy process that can drag on for months, and on top of that, it has to be done for each song individually. Once you have finally secured the rights, it could be that the song is no longer current and has therefore already lost its relevance. Let’s hope that TikTok can realize its ambitions as soon as possible and thus create added value for companies that can position themselves even more creatively with their videos on TikTok. We will keep you posted on the developments.

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