UMG’s Pullout, Sparks TikTok Revolution!

TikTok creators are going viral by creating videos poking fun of the new platform restrictions around music.

Universal Music Group and TikTok encountered a licensing disagreement, leading to UMG withdrawing their entire music catalog from the platform, including hits from artists like Taylor Swift, Drake, and Ariana Grande. This move was anticipated to significantly impact TikTok’s popularity, however, the platform’s users have adapted remarkably well to the change.

With the absence of licensed tracks, TikTok’s community has embraced innovation in their content creation. Many users have started crafting dance trends set to royalty-free music, resulting in a wave of entertaining and hilarious videos. One notable example is the creator Viral Joe, who has become known for performing iconic dance moves to amusingly mismatched music, illustrating the platform’s resilience and the creativity of its user base.

@jerseyyjoe When UMG removed all of their sounds off of TikTok 😂 ( IB: @Haven Lough ) #jerseyyjoe #jersey #trend #viral #fyp ♬ Fluffing a Duck – Kevin MacLeod

The artist behind the song “Edamame” faced his track being muted on the platform. In a creative twist, he overlaid the song’s lyrics onto royalty-free music beats, allowing fans to continue enjoying it. This inventive version of “Edamame” unexpectedly soared in popularity on TikTok, captivating users with its clever adaptation.

@bbnotiktoki hope you like it 🥹

♬ edamame – bbno$

A TikTok video that ranked the top 5 hits from Universal Music went viral for an unexpected reason: all the songs were muted. The humor arose from users in the comments section playfully arguing over the rankings, despite the fact that the muted tracks made it impossible to discern which songs were being ranked. This unique twist added to the video’s popularity, as viewers engaged with the joke about the rankings without actually hearing the music.

@novak__dj These are so good 🙌🏼 1,2,3,4 or 5? #music #universalmusic #umg #tiktok #muted ♬ original sound – Novak

Despite concerns that Universal Music Group’s withdrawal would significantly impact TikTok, the platform’s vibrancy and creativity remain undiminished. Contrary to expectations, this development has potentially enhanced the creative freedom of content creators and opened new avenues for emerging artists to gain recognition. Many users, echoing sentiments in video comments, believe this shift may actually rejuvenate TikTok, harking back to its peak popularity in the early 2020s.

About the Author

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Madison Payne

Madison Payne, currently a senior at the University of Texas at Austin, is pursuing a degree in Film Studies, with aspirations to excel as a cinematographer and editor. Madison has a keen interest in the realms of unscripted television and documentaries.