035: The tea behind UMG & TikTok 🎶

035: The tea behind UMG & TikTok 🎶

The great muting has begin, with Universal Music Group and TikTok not coming to an agreement on usage rights. So now majority of creators videos have now been muted, thankfully sped up audios and some creators has started to upload Universal's artists songs back onto the app. What do you think of there now being no music on TikTok? 🤔


🎥 TikTok Trending Videos:

  • Things I think I'm addicted to: TikTok is one of them for me 😂 This is a simple and easy trend to showcase all the things that you are addicted to. Brands can easily jump on this in many ways such as 'X discount code, shopping the 'new in' section, listening to the same song on repeat' etc.
  • Who is Duffy?: This trend is for any person, animal or thing that you absolutely love and adore. 'Duffy' is the personified thing that you love and that 'runs the cult you're in'. Companies can put their spin on this trend by saying that their Duffy is; sales, discount codes, the brand itself etc.
  • new music: With UMG removing some of the biggest artists on the platform people have created the acoustic version of some those songs liked Bejewelled, get him back! and many more! Creators have definitely jumped on this but I think brands could also make fun of the no music situation by making their own ASMR or showcase what a video sounds like 'without the music.' etc.


🔊 TikTok Trending Audio:

  • Unwritten x Intoxicated: After Anyone But You came out this song has had a revival, this remix has been used a bunch for an array of videos. Use this for a GRWM, road trip vlog or before and after. 🥰
  • Dance You Outta My Head - Cat Janice: This song has such a sweet story behind why it's blowing up, the artist Cat Janiceis battling with cancer and she has signed the rights of this song to her 7 year old son and all the profits will go towards his beautiful life. I would 100% recommend using this sound! 💙
  • It makes me happy - Mac Miller x Ariana Grande: This sweet moment between Ariana Grande and Mac Miller is trending as many creators are using this sound to showcase relationships and friendships. For example; 'me laughing with my girls knowing that they'll be my bridesmaids'. For brands this could be showcasing moments with work colleagues. 😚



🗞 TikTok Updates:

Universal Music Pulls Its Tracks From TikTok

After negotiations between TikTok and Universal Music Group failed to reach a new agreement on usage rights, Universal has announced that it will withdraw its music from the app (as of Feb 1st).

Universal, which is home to some of the biggest music stars on the planet, including Taylor Swift, Adele, Drake, and Billie Eilish, says that TikTok offered less than it had hoped on both compensation for its artists, as well as safeguards about generative AI usage. ✨

Universal further claimed that TikTok “is trying to build a music-based business, without paying fair value for the music.”

In response, TikTok has said that it’s disappointed that Universal has walked away from a “free promotional and discovery vehicle” for its artists.

Indeed, a TikTok commissioned report published last November showed that TikTok users are significantly more likely to both discover and share new music content in the app, while 75% of its users also find new artists via TikTok clips.

That, in turn, has also made TikTok a critical consideration for record labels looking to showcase their latest artists and tracks. The platform has already sparked new careersrejuvenated older ones, and even now has some artists changing the names of their songs to better align with in-app trends.

So it'll be interesting on how music is now discovered especially for artists signing or signed with Universal in the future.


👀 Creator To Watch: Dom Skii

Dom is by far one of my favourite creators to watch on the platform, he has his finger on the pulse with the latest trends like the Pat McGrath wet makeup look and Ariana Grande's 'Yes, and' red lip combo! He also has many iconic formats such as the same lipstick on different skin tones, GRWM's and the most entertaining makeup transitions.

Brands have already started working with Dom and I think both fashion and beauty brands need to capitalise on using Dom more for fun and entertaining transitions. ❤️


 TikTok Campaigns:

🍝 Barilla:

One in four pasta dishes made globally are wasted, Italian pasta and sauce maker Barilla made tackling food waste its mission. There has been a new trend created by Barilla on ways to reuse old pasta dishes in new ways.

For “Second Life Pasta,” the brand’s agency LePub enlisted creators to hijack viral pasta videos, using TikTok’s Stitch feature, which lets people splice together multiple videos to create original content.

Here are some videos on the campaign:

@flavoursbyale

@theforeignfork

🍔 Uber Eats:

Just when you thought we were done with the Beckhams, Uber Eats brings back this iconic meme.

The perfect timing for the Super Bowl and to put a new spin on this iconic meme.


💥 Pop Culture News:

This is a round-up of all the big moments that have people talking on social media. This makes it easy for your brand to join relevant conversations, influence the way you speak to your target markets, and create trending content.


  • Super Bowl Teams 2024
  • $200M Powerball
  • MAFS 2024
  • Grammys 2024 Winners
  • Apple Vision Pro
  • Taylor Swift 'The Tortured Poets Department' Album

If you have a TikTok question or want more tips on how to implement TikTok for your business, feel free to slide into my DM's!

Follow me to stay up to date on the latest TikTok trends ✨

See you next week! 💋

"The great muting" is the funniest thing i've read 😂

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