Taylor Swift's music returns to TikTok after licensing dispute
What's the story
After a 10-week hiatus due to a licensing disagreement, the music of pop sensation Taylor Swift has made a triumphant return to the popular social media platform TikTok.
As of Thursday morning (US time), users can once again incorporate numerous hits from Swift's discography into their videos.
Songs such as You Belong With Me, Mine, Lover, Cardigan, and Fearless (Taylor's Version) were among those available on the app.
Context
Why does this story matter?
TikTok, with billions of monthly users, allows its subscribers to use the music of labels to enhance their videos on its application.
Owned by Bytedance, this social media platform is credited with being the first to revolutionize short videos-a format later incorporated by Instagram Reels and YouTube Shorts.
Hugely popular among celebrities, TikTok success is seen as pivotal for a new release's chart-topping ability.
Given Swift is the biggest popstar currently, her music's absence from TikTok would've hampered her performance.
Anticipation
Swift's return precedes upcoming album release
The return of Swift's music on TikTok comes ahead of the release of her forthcoming studio album, The Tortured Poets Department, slated for launch on April 19.
The licensing dispute between TikTok and Universal Music Group (UMG), which distributes Swift's music, led to the removal of her songs from the platform in February.
The disagreement stemmed from a failure to renew their licensing agreement that expired on January 31.
Controversy
Dispute details: UMG accuses TikTok, Swift may have intervened
UMG accused TikTok of trying to enforce a less profitable deal and neglecting AI and piracy issues, leading to the removal of Swift and other UMG stars' music.
In response, TikTok accused Universal of spreading false narratives.
Rumors suggest that Swift, who owns her masters, may have independently negotiated a deal with TikTok.
Despite the ongoing dispute with UMG, songs by other artists under UMG's umbrella remain available on the platform.
Strategy
Swift's return: A strategic move for album promotion?
Reports suggest Swift's return to TikTok could be a strategic move to promote her upcoming album.
She previously collaborated with TikTok to promote her last album, Midnights, providing a track reveal video for each song exclusively on the platform.
This suggests that an exception may have been made for Swift, possibly with UMG's approval, despite the ongoing dispute between UMG and TikTok.