CMRRA and TikTok Announce Multi-Year Partnership Agreement
The Canadian Musical Reproduction Rights Agency (CMRRA) and TikTok today announced an agreement for the collection of digital mechanical royalties in Canada, delivering a new revenue stream for music publishers and self-published songwriters.
The new deal also accounts for TikTok’s past use of musical works and sets up a forward-looking partnership.
“TikTok’s integration of music with video has created a new opportunity for music creators to engage users from around the world,” CMRRA president Paul Shaver explains.
“Not only has the platform fuelled new song discovery, but it has given classic songs new life,” Shaver added in making the announcement. "The activity has swelled outside the platform, directly impacting increased consumption across all media. CMRRA will continue to support new technology platforms that seek to properly license music, ensuring rights holders are compensated."
TikTok's music publishing head, Jordan Lowy, added: "We are thrilled to enter into this agreement with CMRRA (and) we’re committed to working together to create new revenue opportunities and offer an innovative way to reach fans.”
Current and future clients can sign up to collect their digital mechanical royalties from TikTok for Canada at cmrra.ca.
According to reported data, the platform has 689M active monthly users worldwide, the video app has been downloaded more than 2B times, 62% of users in the US are under the age of 29, and more than 1M videos are viewed daily. Importantly, it has become the hot new go- to metric record companies for new music discoveries.