Image Credit: Triller
The American answer to TikTok has signed a deal with the biggest music publisher in the world after losing their license with Universal.
Triller have signed a huge deal with the National Music Publishers Association (NMPA) covering the many artists and music publishers that they work to protect. The American short video sharing app is now reportedly covered for past usages of tracks as well as any used in future.
NMPA CEO and president, David Israelite said that this deal establishes “a forward looking license for our eligible independent music publishers”. He adds: “Music and video offer limitless potential to social media platforms, however compensating songwriters must be a primary consideration, not an afterthought. Triller has recognized the importance of music creators and made a positive step forward by coming to this partnership.”
The app allows users to create short videos and creators can set them to music – yes, just like TikTok – and as such music licensing is vitally important on the platform. In February it was announced that Universal Music Group, the world’s largest record label, had removed their music from the platform. However, the major label is still listed as a partner on Triller’s website alongside their subsidiaries UMG Nashville, Def Jam, UMG Latin Entertainment, Republic Records, and others.
The app rose to fame after TikTok’s ban in India and ongoing conflicts with Trump and the US led users to look for alternatives. Triller has existing licenses with many of the collection societies and publishers representing independent artists like PRS for Music and Concord but they have much more establishing to do. It is not clear where they stand with Universal or if they are in chats to reignite their partnership there.