TikTok vs UMG - What the Music Pull Means for Creators in 2024

What happened — and why should creators care?

A surprising question to grab attention: can creators still grow without trending music?

TikTok and Universal Music Group (short: UMG) hit a snag in talks. That led to UMG removing a huge part of its music from the platform. Many people now ask: can small creators still grow if popular songs vanish? This matters because music and trending sounds helped many posts go viral and find new fans.

Quick facts: UMG pulled 32% of music (Taylor Swift, Drake, etc.)

UMG represents about one third of major artists. Names like Taylor Swift, Drake, Ariana Grande, and many more are in that group. That means a lot of familiar songs are suddenly not available. When a label this big acts, the effect is fast and wide.

Immediate result: 'sound removed' notices and lost trending audio

Creators now see messages like "sound removed" on clips that used UMG music. That breaks trends and can drop views. For creators who relied on quick, music-led posts, this is a real problem. At the same time, it pushes creators to try other ideas and change their content strategy.

Why did Universal Music Group pull its catalog and how did TikTok reply?

Did UMG really remove all its songs from TikTok? Yes. They stopped allowing their music on the app during talks. This hit many creators who use trending sounds to grow. Both sides then sent public statements. Each side has a clear story about why it did this.

UMG’s three stated concerns: fair pay, AI risks, and artist safety

UMG listed three big worries. First, they say creators and songwriters must get fair money. Second, they fear AI will copy or replace real artists. Third, they worry about fake content that can hurt an artist’s image. These points come from their lawyers and say the deal on money and safety isn’t good enough yet.

"TikTok proposed paying our artists and songwriters at a rate that is a fraction of the rate similarly situated major social media platforms pay today."

TikTok’s short rebuttal and the negotiation playbook

TikTok answered with a short message. They said UMG put "greed" first and walked away from a platform that helps artists get heard. TikTok also said it has deals with other labels. Both sides are using public messages as part of the negotiation playbook.

Past precedent (Warner) and why a deal is likely — eventually

This has happened before. Last year, Warner and TikTok also argued, then made a deal. That makes a new agreement likely. Big labels and the app both gain from each other. So while creators feel the pain now, most experts expect the music to return after talks finish.

Short-term pain vs long-term platform shifts

What now that Universal Music Group ( UMG ) pulled lots of songs? Will TikTok die for creators? In the short run, some trends will fade. In the long run, the app is changing how it works. This is both a problem and an opportunity.

Short-term: fewer trending sounds, some content loses reach

Right away, many popular sounds are gone. That hurts quick, viral formats. Short 5–8 second clips that lean on famous songs will lose some power. But these clips still help you post fast and stay visible. Use new sounds. Remix old trends. Add captions and strong hooks.

Medium-term: TikTok pushing longer and landscape videos

TikTok is promoting longer clips and the new landscape video view. The app wants people to watch longer. That lets them show more ads. For you, longer videos mean more chance to teach and sell. Try 30–90 second vertical posts and one or two landscape posts per week. Mix your content.

Platform economics: Creativity Program beta vs YouTube RPMs

Money rules these moves. The Creativity Program beta pays less per view than YouTube. TikTok RPMs vary. YouTube pays more for each 1,000 views. Also, TikTok uses a "qualified views" filter. That can cut payouts.

| Program | Typical RPM | Pay notes | Best for | | --- | --- | --- | --- | | Creativity Program beta (TikTok) | $0.20 - $3 | Pays more for 1+ minute content. Many views may not count as qualified. | Short-form growth + occasional long clips | | YouTube Partner | $5 - $20 | Higher RPM and clearer monetization. Good mid-roll ad options. | Long-form education and evergreen content |

What to do next: keep posting short clips for reach. Make longer videos to earn. Try landscape sometimes. Build an email list so you own your audience. This content strategy helps creators survive changes in music rights and shifts in trending sounds. Go try a landscape post this week and start collecting emails.

A simple 2024 content plan + a CTA to protect your audience

Worried that music pulls from TikTok and UMG will stop you from growing? You can still win. Use a smart content strategy and protect your fans with an email list. Here are clear steps.

Mix content: keep short viral clips but add 1–10 minute videos

Keep making short, fun clips. They help you get quick views. But also make longer videos that are 1 to 10 minutes. Long videos let you teach, tell stories, and earn more from ad programs. This mix keeps you safe if music rights change or trending sounds disappear.

Test landscape/horizontal posts 1–3x weekly and longer verticals regularly

Try a few landscape video posts each week. TikTok shows these more now. Also keep longer verticals often. This helps you reach new people and get better ad pay.

Stop relying on reposts — remake successful clips to stay eligible

Don’t just repost old viral clips. Recreate them. Change the hook, update the text, and use new footage. That keeps your videos fresh and more likely to appear on feeds.

Build an email list (unlock link at 1,000 followers, use a landing tool like Stand Store)

Start an email list now. At 1,000 followers you can add a link in bio. Use a simple landing tool like Stand Store to trade a freebie for an email. Emails are yours. They protect you if platform rules change.

CTA: Start diversifying today — post daily, test long form, and collect emails

Post every day. Try long form and landscape posts. And go set up a Stand Store landing page to capture emails. Do these three things now to grow and stay safe.

| Type | Length | Post Frequency | Best For | Music Reliance | Pay Potential | | --- | --- | --- | --- | --- | --- | | Short clips | 5–15s | 1–4x/day | Quick growth | High | Low | | Long verticals | 1–10min | 2–5x/week | Education, depth | Low | Medium–High | | Landscape | 30s–10min | 1–3x/week | Watch time, ads | Low | Medium–High |

• Post daily to build weight with the algorithm.
• Mix short, long vertical, and landscape videos.
• Build an email list with a Stand Store landing page and a freebie.