TikTok signs music deal with Merlin for promotions

By Arhama Altaf - Web Editor

24th January, 2020

TikTok on Thursday licensed a catalogue of independent music as it worked to build on the momentum of the social networking app specializing in video snippets.

The deal between TikTok and Merlin designs to help facilitate the use of the short-form video service for promotions.

Merlin is a digital rights agency for independent music labels.

Financial terms of the deal not disclosed yet.

Merlin chief executive Jeremy Sirota said: “Merlin members are increasingly using TikTok for their marketing campaigns.

Today´s partnership ensures that they and their artists can also build new and incremental revenue streams.”

London-based Merlin said its roster of members spans more than 60 countries.

It includes tens of thousands of independent record labels, distributors and artist management companies.

So, the news came as TikTok opened an office in Los Angeles to advance its ambitions in the US.

Its office located between the innovative tech companies in Silicon Beach and the streaming content companies at Hayden tract (in Los Angeles).

“TikTok truly sits at the intersection of technology and entertainment, physically and figuratively,” company’s US general manager said.

TikTok, launched by Chinese company ByteDance in September 2017, has quickly become one of the most popular social networks in the world, with young people its main market.

In November, the app hit 1.5 billion downloads worldwide, outperforming Instagram.

However, Users typically post short clips of themselves performing skits, lip-syncing and dancing.

But TikTok has come under scrutiny recently over whether it censors content deemed sensitive by China.

The company said in a statement in October its operations were not influenced by the Chinese government.

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