TikTok users are adopting alternative sounds in the wake of the UMG ban.
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TikTok has proved vital to artists, breaking new artists’ careers and causing songs to go viral, but the removal of UMG’s catalog has hit social media creators hard, too. Kenna Dean, 22, a dance creator with 1.7 million followers on the app, is one of many TikTokers who found out her videos with music by Universal artists – including“It was actually really disappointing, because it’s time you put into those videos,” Dean says.
UMG is just one portion of the music industry. There are, of course, many artists who are not affiliated with Universal, or any label at all, and that music is still available for creators to use on TikTok – and a lot of users have opted to simply use the music at their disposal. Dean pointed out that she’s trying to use more songs by independent artists.
Many TikTokers have also turned to covers as a way to replace the missing songs. In one video, creators danced’s TikTok Top 50 chartwas uploaded to TikTok on Jan. 26 – just days before the licensing agreement expired – and has since gotten 2 million likes, having been used in close to 9,000 videos, often as a“I just thought, ‘Well, I’m a singer. I might as well just do my own acapella version,’” Vicky Ntamag, 25, a musician and dancer, says.
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