Universal Music Group & Tik Tok have partnered together, because of the app’s popular influence on the masses. The artists/musicians songs are promoted, streamed, etc. through popular trends/challenges, so it’s only right for UMG & Tik Tok to partner.
Tik Tok also makes it much easier for artists/musicians to be compensated for their song being used, quite frankly. Also, being that Triller is a well-known competitor of Tik Tok, UMG pulled their music catalog from the app.
Universal Music Group’s statement on their decision behind the partnership:
“Tik Tok has revolutionized how fans are connecting with our artists on their platform and in the social space, and we think that we have the potential to collaborate really deeply with them to develop the kinds of tools that are going to really move the needle for our artists and for the industry.”