Updated: Jun 22, 2021
TikTok have signed a multi-territory licensing deal with Southern African Music Rights Organisation (SAMRO) and Composers Authors and Publishers Association (CAPASSO.)
TikTok have officially announced that they have signed a licensing agreement with Southern African Music Rights Organisation (SAMRO) and Composers Authors and Publishers Association (CAPASSO). The object of the deal is to ensure that Songwriters, Composers and Music Publishers represented by SAMRO and CAPASSO receive the deserved royalty payments when their music is used to accompany videos on TikTok.
Both companies represent a large number of talented musicians and creators from across Africa and CAPASSO's existing partnerships will mean that the deal will extend to a total of 58 territories across the African continent, helping to ensure talent from all over the continent are rightly compensated for their work.
With the growing potential of TikTok as both a social media network and a marketing tool, it's only right musicians and creators across the globe take full advantage of the platform. TikTok has helped a number of songs achieve chart success and even helped upcoming artists achieve worldwide fame and recognition. The trendy social media platform is a great place for musicians to promote their music, share their songs and find new listeners, and now many of them will also have the opportunity to receive payment for when their music is used across the network.
African music has proven to be extremely popular across TikTok, with it being the soundtrack to a number of viral trends, including the #jerusalemachallenge which you can check out below! Hopefully, the new agreement will see it go from strength to strength, with opportunity for even more creators from across Africa to get their sound heard on the virtual, international stage that is TikTok.
In recent months TikTok has also signed agreements with the likes of Sony Music, Warner Music Group and Universal Music Group. But talking about the exciting new agreement with SAMRO and CAPASSO, Jordan Lowy, Head of Music Publishing Licensing and Partnerships at TikTok said "TikTok is delighted to enter into this agreement with SAMRO and CAPASSO, ensuring that songwriters, composers and publishers across Africa can benefit when their music is used on TikTok. This is an exciting region for us with a huge pool of incredible talent, and we look forward to connecting them with our global audience."
The chief operations officer at CAPASSO, Wiseman Ngubo, has also shared his excitement regarding the new deal with TikTok, he said “We are happy to have reached an agreement with TikTok in order to ensure that pan-African songwriters are taken care of on the platform."
He also added that "As a social music platform, TikTok has revolutionised how we engage and consume music. TikTok allows fans to co-create, contextualise and re-interpret their favourite songs alongside their favourite artists and drives engagement and a deeper appreciation of songs in an era when music consumption is increasingly divorced from context. With the increasing spotlight on African music, more African songwriters are poised to reach global superstar status and TikTok will play a major role in showcasing their talents to the world.”
Overall, it's great news for artists across Africa and exciting for all to see that musicians within the continent are finally getting the credit they deserve from the platform!
Are you well immersed in the world of TikTok? Have you discovered any new music since interacting with the platform? What are your favourite viral trends at the moment? Lets discuss! Get in contact via our social media channels and let us know your thoughts.
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