As the battle continues between the U.S. government (namely #45) and officials from TikTok, it seems that the company is not backing down whatsoever. As of today, TikTok has announced a new partnership with United Masters, the artist-friendly music distribution company started by former label executive, Steve Stoute. United Masters allows artists to place their music on DSP’s such as Spotify, Apple Music, Tidal, and more while also having relationships with ESPN and the NBA to provide artists with potential licensing opportunities.
This partnership between the two companies will give TikTok content creators and artists on the platform the option to seamlessly spread their original music and monetize their work without having to go out and search for distribution in other places.
The future of the video sharing app is still uncertain in the U.S. as they will either have to do a deal with Microsoft or another American holding company, or ultimately shut down operations in America. With this distribution deal now done, it seems as though TikTok plans to stick around. More on that later.