When TikTok and Universal Music Group (UMG) resolved their licensing dispute in May, marketers everywhere breathed a sigh of relief. For months, the absence of UMG tracks on TikTok had forced brands and creators to rethink campaign soundtracks, often relying on generic audio or less recognisable tracks. With the reunion in place, music from some of the world’s most influential artists is once again available for campaigns — and brands are wasting no time in making the most of it.
Why the licensing return matters
Music has always been central to TikTok’s DNA. A catchy track can turn a simple product video into a viral sensation, and trends often emerge around popular sounds. For marketers, access to UMG’s catalogue means they can once again tap into the cultural currency of music from artists their audiences already love. Instead of settling for royalty‑free background music, brands can align themselves with chart‑topping hits and ride the wave of trending challenges.
Brands leading the way
Nike’s athlete‑led TikTok push
Nike was one of the first major brands to jump back in with a music‑driven campaign. Within weeks of the UMG catalogue returning, Nike collaborated with a group of athlete‑creators to showcase training routines and streetwear drops set to a popular track from a global pop star. The combination of aspirational visuals and instantly recognisable music sparked a wave of user‑generated content, with fans recreating moves and showcasing their own gear.
Adobe’s creative challenge series
Adobe, known for empowering creators, also capitalised on the renewed access. Its “Sound of Creativity” TikTok challenge encouraged users to edit short videos using Adobe’s tools and pair them with trending UMG tracks. The result was a surge in content demonstrating Adobe’s capabilities in a natural, entertaining way. Participants not only amplified the brand but also showcased how its software fits into modern creative workflows.
How music is shaping strategy
With popular music back on the table, brands are once again integrating sound as a key part of their TikTok strategy. They are not just adding tracks as background noise — they are building entire campaigns around them. This often means:
- Identifying early trends: Marketers are closely watching which tracks gain traction so they can move quickly before trends peak.
- Aligning music with brand identity: A sportswear brand might opt for high‑energy beats, while a tech firm might choose tracks with futuristic vibes.
- Encouraging remix culture: Brands are inviting audiences to create their own takes on campaign content, increasing reach through authentic user‑generated videos.
Practical lessons for marketers
The return of UMG tracks highlights a broader lesson about resilience and adaptability in marketing. When those tracks were unavailable, many brands explored bespoke music or partnerships with smaller, independent artists. Those experiments showed that creativity does not have to stop when a platform changes its rules. However, with major tracks back, marketers can now combine those learnings with the power of popular music.
For B2B brands, this is also a moment to rethink how they approach platforms like TikTok. The same cultural cues that drive consumer engagement can also bring complex products to life in unexpected ways. A software company can pair explainer clips with trending music, making their brand feel more accessible and modern.
Looking ahead
The reunion between TikTok and Universal Music has restored one of the most powerful creative tools in digital marketing. It is already driving a fresh wave of campaigns that blend storytelling with cultural relevance, encouraging audiences to engage, remix and share. Brands that move quickly and choose music strategically are seeing the benefits in increased reach and richer engagement metrics.
As more marketers join in, we can expect to see a flood of inventive, music‑led content — from global household names to niche B2B players finding their rhythm. The message is clear: in the attention economy, the right soundtrack can make all the difference.
