TikTok users are in for a surprise as Universal Music Group (UMG) has decided to no longer allow its music on the popular social media platform. The licensing deal between UMG and TikTok expired on Wednesday, prompting the removal of a vast roster of popular songs from the app's library. UMG represents big-name artists like Taylor Swift, Bad Bunny, and Drake, making its music a significant part of TikTok's digital diet.

The removal of UMG-licensed music will have a significant impact on TikTok creators, limiting their options for creating content. Users signing on Thursday will notice that they can no longer search for popular songs from artists like Ariana Grande, Justin Bieber, and Olivia Rodrigo. This means that future dance crazes and trending content will no longer feature these songs, and past videos featuring UMG-licensed music will also be scrubbed. Whether these existing videos will be muted or taken down entirely will be up to TikTok.

UMG has made it clear that artists will not be able to post the audio of their UMG-licensed songs on TikTok, and if the music has a UMG license, it will be muted. The company is determined to protect its copyrights, and while the complete removal of UMG-licensed music will likely be a process, TikTokers can expect to see the full effects in the coming days.

The expiration of the licensing deal between UMG and TikTok came after the two companies failed to reach a new agreement. UMG stated in a letter to artists and songwriters that it had been pressing TikTok on issues such as appropriate compensation for its artists and songwriters, protecting human artists from the harmful effects of AI, and online safety for TikTok's users. UMG claimed that TikTok proposed paying its artists and songwriters at a fraction of the rate that other major social platforms pay. The music giant also expressed concerns about TikTok's promotion of AI music creation and its record with hate speech, bigotry, bullying, and harassment.

TikTok, on the other hand, pushed back against these claims, stating that it has reached “artist-first” agreements with every other label and publisher. The platform accused UMG of prioritizing its own greed over the interests of its artists and songwriters.

Experts believe that despite the current standoff, negotiations between UMG and TikTok are still ongoing and the situation is unlikely to last forever. Former president of UMG's Virgin EMI Records, Ted Cockle, believes that a partnership between the two companies is significantly beneficial to both parties. Historically, gaps in licensing agreements in the digital era have lasted from just a day to a few months.

However, there will likely be added pressure from TikTok creators, artists, and their fans to resolve the issue. Alexandra J. Roberts, a professor of law and media, predicts frustrated fans and potential revenue loss for artists. The consequences of pulling music from social media platforms like TikTok can be particularly detrimental to younger, developing artists and smaller labels who cannot afford such a move.

Content creators and marketing experts are already preparing to pivot as needed. Jessica Henig, founder and CEO of music marketing firm Unlocked Branding, acknowledges that the situation is not ideal but assures that her team has grown accustomed to working through delays across the social media landscape. The hope is that a resolution will be reached soon, allowing TikTok users to once again enjoy UMG-licensed music on the platform.