In March 2024, Universal Music Group (UMG) expanded its Spotify relationship with artist-promotion features including song teasers and pre-save activity. Music videos were part of a separate agreement involving Universal Music Publishing Group (UMPG), not a confirmed feature launch for every Spotify user. The announcement came during UMG’s licensing dispute with TikTok—but that dispute was resolved in May 2024, and both partnerships have since had further developments.
What UMG added to its Spotify partnership in March 2024
Axios reported on March 28, 2024, that UMG artists would have additional ways to promote new releases on Spotify. The report identified song teasers and pre-save activity: promotional tools intended to build attention around a release and let listeners signal interest in advance. It also said Spotify could feature music videos under a separate agreement with UMPG, UMG’s music-publishing arm. Axios’s March 28, 2024 report did not establish a rollout date, eligible artists, financial terms, or which markets would receive the video feature.
Promotion and video were distinct parts of the announcement
The teasers and pre-saves were described as artist-promotion features in the expanded UMG–Spotify relationship. The video element was described separately as an agreement with UMPG. That distinction matters: recorded-music licensing and music-publishing licensing are related but separate rights and agreements. The report does not show that music videos were already available across Spotify, nor that the feature applied to every artist or listener.
Why TikTok was part of the story
The Spotify expansion was reported while UMG and TikTok were in a licensing dispute following the expiration of their previous contract. Axios reported that UMG had begun pulling its artists’ songs from TikTok in February 2024. The timing made Spotify’s promotional and video arrangements notable, but the available account does not establish that the Spotify expansion was a replacement for TikTok or a direct response to the dispute.
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UMG and TikTok reached a new agreement in May 2024
On May 1, 2024, UMG announced a new licensing agreement with TikTok intended to return UMG’s recorded-music and publishing catalogs to the platform. The companies said they would work on improved remuneration, promotional and engagement opportunities, e-commerce monetization, artist data and analytics, ticketing, online safety, attribution, and protections around generative AI. These were stated areas of collaboration, not proof that every initiative launched in every market or produced a particular result. UMG’s May 1, 2024 announcement framed the deal as a new phase in the companies’ relationship.
Later agreements put the 2024 expansion in context
Spotify and UMG: January 2025
On January 26, 2025, Spotify announced new multi-year agreements with UMG covering recorded music and music publishing. Spotify said the companies would collaborate on new and evolving offers, paid subscription tiers, music and non-music bundling, and a richer audio and visual catalog. The publishing agreement established a direct license between Spotify and UMPG across Spotify’s current product portfolio in the United States and several other countries. The announcement describes agreements and areas of work; it does not establish that every offer or catalog feature was available to all users or markets. Spotify’s January 26, 2025 announcement provides later context for the relationship, but does not specify the rollout of the music-video feature reported in 2024.
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TikTok and UMG: May 2026
On May 22, 2026, UMG announced another new multi-year strategic licensing agreement with TikTok. The announcement confirms that the May 2024 restoration was not the last development in that relationship; the available announcement details do not establish further terms. UMG’s May 22, 2026 announcement is the latest development in the timeline covered here.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the announcements do—and do not—tell listeners
The platforms have different roles in the story: TikTok is a short-form social-video platform where music can be used in creator content, while Spotify is a streaming service whose reported UMG features included release promotion, pre-saves, and a proposed or separately licensed music-video component. The deals also involve different licensing scopes, including recorded music and publishing. Company announcements explain the parties’ agreements and intentions, but do not by themselves prove feature availability, geographic coverage, or eligibility for an individual artist or user.
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- Established for March 2024: Axios reported Spotify promotion through teasers and pre-saves, plus music videos under a separate UMPG agreement.
- Not established by that report: financial terms, rollout timing, eligible artists, video availability by market, or universal user access.
- Subsequent timeline: UMG and TikTok announced a new agreement in May 2024; Spotify and UMG announced further multi-year deals in January 2025; UMG announced another TikTok agreement in May 2026.
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