How TikTok Users Will Benefit From Sony Deal

Video-sharing network TikTok has renewed its music-licensing deal with Sony Music Entertainment, making more songs available from its lineup of artists available on the social media site.

Through the deal, TikTok’s 700 million global users will now have access to sound clips from Sony’s extensive catalog of music, including new releases, emerging artists, classic hits, and other music genres for use in their short-form videos on the platform.

The partnership between the two companies is designed to create more personalization for TikTok users and more fan engagement for Sony’s artists and music. Sony will also use the platform to provide greater awareness for its musical acts by connecting with new fans as well as promoting current and upcoming artists.

“Short form video clips have developed into an exciting new part of the music ecosystem that contribute to the overall growth of music and the way fans experience it,” Dennis Kooker, Sony's president of global digital business and U.S. sales, said in a statement.

“TikTok is a leader in this space and we are pleased to be partnering with them to drive music discovery, expand opportunities for creativity and support artist careers,” he added.

For TikTok’s part, it will continue to lend its platform to musical acts that fall under Sony’s umbrella of artists, including the record labels RCA and Columbia Records, to its users, giving way to more musical talents being discovered through the social media site.

While details of the agreement between companies were not made public, a source for Bloomberg said that TikTok was paying Sony a significant increase over the previous deal.

Sony’s music arrangement with TikTok comes as it looks to compete more heavily in the streaming content arena and as it makes a run to pick up anime streaming site Crunchyroll.