TikTok has signed an agreement with the Prince’s estate to bring the deceased artist’s “full catalog” to its application, effective today. Price protected his work for a long time, drawing music from most streaming services before his death. But his domain started bringing albums to services like Spotify in 2017. TikTok is the “first short form video application” to access his full discography, a very specific superlative but still remarkable, given the popularity of the format of the story. these last years.
The deal means that TikTok users will be able to dance, joke or otherwise vibrate to Prince songs in their videos. TikTok’s relatively young user base may not necessarily applaud this announcement, but the company and the domain hope it will help introduce Prince’s music to a new generation of fans.
TikTok has helped push all kinds of songs to popularity, so it is very possible that the right song excerpt will familiarize more people with Prince’s work. One of the mechanisms that makes TikTok so fun is that you can tap the title of a song that is playing to see other popular videos that have used music, and by doing so, you will end up hearing the same piece of a song and again.
It’s also worth noting that, like other songs on TikTok, you don’t have access to all of these tracks – just 15-second clips, which have already been selected for you. Prince’s estate has also launched an official TikTok account, which so far includes video clips and an excerpt from a television interview.
One of TikTok’s big challenges has been making big music deals now that its app has exploded in popularity. The company has signed short-term license agreements with major music labels, according to Billboard, but long-term deals still seem far away, as labels are waiting to see how TikTok affects their business. In May, TikTok hired Disney Plus chief Kevin Mayer as its new CEO. Mayer is known to have made big deals – like the Marvel acquisition – which was probably a factor in getting him involved.