TikTok, a hugely popular video sharing app, has recently signed a deal with a digital rights agency, Merlin. This opens up TikTok for a wide range of independent music. The agreement will bring a large number of indie record labels to TikTok’s library.
TikTok is a social networking app that comprises of a huge collection of parody videos, memes, lip syncing and more. The app has become immensely popular over the last few years and generated a huge follower base. The most significant part of this platform is music as everything in this app is music-based, be it memes or videos. Also, many musicians have used the popularity of this platform to rise to fame.
This is not the first time that digital rights agency, Merlin, has signed a deal with an app. Earlier; it has licensed labels to companies like Spotify, YouTube and SoundCloud. The members of Merlin include labels that are all big names in the music industry such as Mad Decent, Better Noise and AWAL.
On this partnership between Merlin and TikTok, Merlin CEO Jeremy Sirota said, “This partnership with TikTok is very significant for us. We are seeing a new generation of music services and a new era of music-related consumption, much of it driven by the global demand for independent music.”
This partnership with Merlin will undoubtedly help TikTok to grow manifold and will provide it a competitive edge against other music platforms.