This past January, Universal Music went to war. Or at least, it tried to. Shocking both listeners AND artists, the major label announced that it was cutting ties with TikTok, the short-form giant, over payout rates and copyright infringement. Its artists (and publishing)—completely pulled from the platform. T-Swift viral dances? Tragically silenced.
The breakup lasted until May, when (in a profoundly opaque statement), the two corporations suddenly announced they had come to terms. The fight was a massive gamble for both sides—a test to see, when push came to shove, who really had the leverage in one of social media’s most important relationships. But…what actually happened? And what, if anything, was the fallout? To learn more, we talked to Kristin Robinson, a senior writer at Billboard, and the author of the excellent "Machine Learnings" newsletter. Fractured solidarity between artists and labels? The impenetrable veil of music biz secrecy? Slowed and reverbed copyright infringement? The crushing power of monopoly exerted, step by step, against indy labels? All that and more.
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