TikTok’s young and engaged audience has helped songs go viral, jump-starting the careers of musicians like Lil Nas X and BMW Kenny. It’s an effort to deepen relationships with influential artists who use the app. Despite the uncertainty of TikTok’s fate in the U.S., the UnitedMasters deal shows that the company is not standing still, even if the benefits of the new partnership will probably accrue to a new owner.operations to be sold to an American owner - Microsoft is the most likely buyer - or shut down. Citing national security concerns, President Trump has ordered TikTok’s U.S. Much of his time has been spent reacting to geopolitics, with TikTok’s parent company, the Beijing-based ByteDance, ensnared in the tech cold war between the U.S. It may be the most significant transaction to date for Kevin Mayer, TikTok’s C.E.O., who joined the company in May after a long career at Disney. ![]() The deal is expected to be announced today. UnitedMasters also arranges music deals with brands like ESPN and the N.B.A. TikTok is partnering with UnitedMasters, a music distribution company, to allow artists on the video-sharing platform to distribute their songs directly from the app to streaming services like Apple Music, Spotify and YouTube. ) TikTok isn’t standing stillĪs TikTok negotiates its potential sale, which must be completed within 90 days to prevent the Chinese-owned app from being shut down in the U.S., it is signing a different sort of deal. ![]() (Want this delivered to your inbox each day? Sign up here. Today, we start with a scoop about TikTok, the video-sharing app that’s caught in the middle of the U.S.-China tech war.
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