TikTok strikes multi-territory licensing take care of South Africa’s SAMRO/CAPASSO

TikTok has signed a multi-year license agreement with the Southern African Music Rights Organization (SAMRO) and the Composers Authors and Publishers Association (CAPASSO).

Through the existing partnerships of CAPASSO, the agreement will cover 58 areas on the African continent and the repertoire of 21 different collective management organizations.

CAPASSO will administer the Agreement on behalf of its thousands of members and affiliated members.

Music by African songwriters and performers is already hugely popular at TikTok, and has led to trends like the #Amapiano electric dance genre, which exploded with over 290 million video views last year.

The South African track Jerusalema, a song by DJ and producer Master KG with singer Nomcebo, was also a global TikTok sensation in 2020 after the Angolan dance group Fenómenos do Semba performed a choreographed dance routine.

The #Jerusalemema Challenge videos have been viewed over 1 billion times and have helped the track achieve international recognition and chart success in Europe and the US.

“This is an exciting region for us with a huge pool of incredible talent and we look forward to connecting it with our global audience.”

Jordan Lowy, TikTok

Jordan Lowy, Head of Music Publishing Licensing and Partnerships at TikTok, said, “TikTok is excited to enter into this agreement with SAMRO and CAPASSO to ensure that songwriters, composers and publishers across Africa can benefit from having their music used on TikTok .

“This is an exciting region for us with a huge pool of incredible talent and we look forward to connecting it with our global audience.”

“With the increasing focus on African music, more and more African songwriters are poised to achieve global superstar status and TikTok will play an important role in bringing their talents to the world.”

Wiseman clothing, CAPASSO

Wiseman Ngubo, CAPASSO’s Chief Operations Officer stated, “We are delighted to have an agreement with TikTok to ensure that pan-African songwriters are supported on the platform.

“As a social music platform, TikTok has revolutionized the way we engage and consume music. With TikTok, fans can create, contextualize and reinterpret their favorite songs together with their favorite artists. This promotes the engagement and appreciation of songs at a time when music consumption is increasingly separated from the context.

“With the increasing focus on African music, more and more African songwriters are poised to achieve global superstar status and TikTok will play an important role in bringing their talents to the world.”

Additional license agreements TikTok has signed in recent months include agreements with Sony Music in November and Warner Music Group in December, and an “expanded” global license agreement with Universal Music Group in February.

In January 2020, TikTok signed a multi-territorial license agreement with Merlin, the global agency for digital rights for the independent label sector in the world.Music business worldwide

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