Finally, TikTok has announced a multi-year licensing agreement which covers 58 territories across the African continent. The deal will look at South African songwriters, composers, and music publishers paid royalties when their music is used on the video-sharing social networking service. For example, when someone is playing your the song of an artist on their TikTok video, the person will get paid directly proportional to the amount of views received combined. Yes, it’s going to be like the way radio & major digital platforms paying musicians for every listener but obviously better with royalties paid out.
Jerusalema, a song produced by the one & only global star Master KG, became a TikTok sensation in 2020. The #JerusalemaDanceChallenge spawned videos which were viewed over a billion times and helped Master KG reach chart-topping positions in Belgium and Switzerland. The President of South Africa even promoted it via his speech during high levels of lockdown for safer and indoor celebrations.
Following Jerusalema’s success and TikTok’s ever-expanding international reach, the Southern African Music Rights Organisation (Samro) and Composers Authors and Publishers Association (Capasso) reached a licensing deal with the company. The multi-year licensing agreement will see registered musicians receiving royalties via Capasso, which has more than 7,000 members.
COO of Capasso said, “With the increasing spotlight on African music, more African songwriters are poised to reach global superstar status and TikTok will play a major role in showcasing their talents to the world.”
Although Capasso and Samro are two distinct entities, they license digital use jointly, and artists need to be members of both organisations to reap the benefits of the latest deal. There are no signup or membership fees when registering with Samro. Capasso has an administration fee of R100 for artists and R250 for their publishers. Still very cheap to get yourself in the right state of the music industry unlike paying PR companies thousands and thousands of rands for one song to be played on radio. Social media is always going to be very important.
The licensing deal with Capasso and Capasso in Africa comes after TikTok signed an “expanded” global licensing agreement with Universal Music Group in February. Sony Music and Warner Music Group entered into similar licensing agreements with TikTok in November and December, respectively.
Do you see what’s happening? Social media is taking over. This is what SA Music Promo has been preaching every time. Instagram did this first but in a global state with Instagram Reels. However, TikTok specifically signed a contract with South African entities including record labels which shows that they see a huge potential in social media than other forms of music promotions.