It’s not just Taylor Swift. The world’s biggest artists are returning to TikTok

Ariana Grande, Adele, Rihanna and Coldplay will soon join Taylor Swift back on TikTok following a deal with Universal Music Group, ending a feud that saw one of the world’s biggest record labels pull its music from the social media platform.

Ariana Grande, Adele and Rihanna will soon be back on TikTok, joining Taylor Swift after a deal with Universal Music Group ended a feud that saw one of the world’s biggest record labels pull its music from the video platform. The licensing agreement, announced Wednesday, means that within one to two weeks TikTok’s 1 billion-plus users will be able to use music by UMG artists in their videos. All videos featuring Universal artists’ music that had previously been muted because of copyright violations will be unmuted. Michael Nash, chief digital officer at UMG, said the new relationship was “predicated on significant advancements in commercial and marketing opportunities as well as protections provided to our industry-leading roster on their platform.” The companies did not disclose any financial details but said the deal would “deliver improved remuneration for UMG’s songwriters and artists,” including through “integrated ticketing capabilities,” TikTok’s “growing e-commerce capabilities,” and a tool that enables users to add music from TikTok videos to their preferred music apps. “We are pleased to have found a path forward with Universal Music Group,” TikTok CEO Shou Chew said in a joint statement. “We think this announcement is a clear positive for UMG,” UBS analysts wrote in a note Thursday. They added that under a “conservative assumption” the new deal could double Universal’s revenue from TikTok to €200 million ($214 million), amounting to 2% of the company’s total revenue.