TikTok has inked a significant agreement with Indian company Tips Music for direct music licensing, encompassing over 31,000 tracks. Announced today, this collaboration has a global reach but notably excludes China and India due to TikTok's ban in the latter.
Tips Music plans to leverage the TikTok platform to promote its music initiatives and regional films. Kumar Taurani, the company's managing director, emphasized the growing global popularity of Indian music, as reflected in TikTok trends, making this partnership with ByteDance (the parent company of TikTok) a crucial step in expanding their international presence.
Historically, Tips Music has approached deals cautiously, turning down offers that did not meet their terms. For instance, in August 2023, the company chose not to renew its agreement with Meta. However, the deal presented by TikTok proved to be more enticing.
This year, Tips Music has also broadened its collaboration with Warner Music Group and relaunched its catalog on Meta's platform.
