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Spotify has been following in TikTok’s footsteps, adding video content to its platform. Now, Universal Music Group (UMG) is expanding its partnership with Spotify to make up for removing its music from TikTok.

New Tools for Artists

Spotify and UMG have announced that Spotify will provide UMG artists with new promotional and social tools. These tools are expected to include more video content, as Spotify now has permission to distribute Universal Music Publishing Group (UMPG) music videos.

Spotify’s Shift to Video

Spotify’s transition to video has been met with mixed reactions from users. Some are frustrated by the increasing amount of video content, while others appreciate the variety. UMG’s reliance on Spotify for artist promotion is likely to further emphasize video on the platform.

UMG’s Departure from TikTok

In January, UMG pulled its music catalog from TikTok due to failed contract negotiations. UMG cited concerns about fair compensation for artists, protection from AI, and user safety. In February, UMG removed all songs controlled by UMPG, including those written or co-written by UMG artists.

Spotify’s Commitment to Artists

Despite reports of artists earning a fraction of a cent per stream on Spotify, UMG chairman and CEO Sir Lucian Grainge has praised Spotify for its commitment to creating tools that support artists and songwriters.