• What Taylor Swift's Return to TikTok Means for Universal Music Group

  • Apr 19 2024
  • Length: 36 mins
  • Podcast
What Taylor Swift's Return to TikTok Means for Universal Music Group By cover art

What Taylor Swift's Return to TikTok Means for Universal Music Group

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  • Summary

  • On April 11, Taylor Swift’s songs reappeared on TikTok despite the platform's ongoing dispute with her record label, Universal Music Group. This move was made in advance of the release of Taylor’s 11th studio album, The Tortured Poets Department.

    On this episode of Trapital, Tatiana Cirisano and I discuss why Swift and UMG don’t see eye-to-eye, competing incentives, who’s in charge at UMG, and more.


    00:00 Why we’re not surprised Taylor Swift made this move

    07:52 Why Swift and UMG have competing incentives

    13:37 What it means for UMG and TikTok moving forward

    24:27 Who’s the most powerful person in the music industry?


    This episode is brought to you by EVEN, where you buy the art from the artist. Learn more at https://get.even.biz/trapital

    Make sure you listen in for our new Chartmetric stat of the week!

    Trapital is home for the business of music, media and culture. Learn more by reading Trapital’s free memo.
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