The Round-Up: What’s Going on With Universal Music Group and TikTok, Elmo Checks In, The Taylor Swift Effect & More
UMG x TikTok
Universal Music Group has pulled its catalogue from TikTok.
After negotiations, the two companies failed to reach an agreement around usage rights of UMG’s tracks by artists like Drake, Olivia Rodrigo, and Taylor Swift. Based on this statement from UMG it sounds like we probably shouldn’t expect a resolution to this any time soon:
“As our negotiations continued, TikTok attempted to bully us into accepting a deal worth less than the previous deal, far less than fair market value and not reflective of their exponential growth. How did it try to intimidate us? By selectively removing the music of certain of our developing artists, while keeping on the platform our audience-driving global stars. TikTok’s tactics are obvious: use its platform power to hurt vulnerable artists and try to intimidate us into conceding to a bad deal that undervalues music and shortchanges artists and songwriters as well as their fans.”
PRO TIP
When it comes to music licensing and social platforms it’s still the wild west out there (think early days of streaming) so expect chaos. For the time being, if you’re filming a story time or VO-style video stay away from overlaying licensed music, that way you don’t wake up to a bunch of muted videos every time the big guns have a fight.
Elmo Joins X.
Elmo asked us all how we were doing and long story short … we’re straight up not having a good time.
The beloved puppet penned an innocent tweet on X checking in with his followers and the responses were darkly funny proving that we’re a long way from the good vibes of Sesame Street. Some brands even joined in on the trauma dump like the always-on-point Dunkin’ Donuts, Shake Shack, and Ritz Crackers.
PRO TIP
I’m sure we haven’t seen the end of this Elmo-on-social-media story so stay tuned. This is a fun viral trend to hop on but also an important signal for marketers. People are overwhelmed. Like, really overwhelmed. So, how can you help? Like Elmo said, this week we all learned the importance of checking in on our friends.
Kristin Juszczyk & The Taylor Swift Effect
Kristin Juszczyk got her jacket into Taylor Swift’s hands. Now, she has an official licensing deal with the NFL.
Someone better alert the Dads, Brads & Chads, they’re no match for the Taylor Swift effect. Kristin Juszczyk, whose husband is San Francisco 49ers fullback, Kyle Juszczyk, has been designing clothes since 2018. This season she doubled down on fan wear with her brand Designs by Kristin and it’s paid off big time. Her pieces have been seen on Taylor Swift, Brittany Mahomes, Taylor Lautner, Simone Biles and Oliva Culpo and now, she’s inked an official licensing deal with the NFL. After years of (let’s face it) basically ignoring female fans, the NFL is finally making moves to cater to their female supporters who make up approximately 47% of the league’s total fanbase according to NFL Commissioner Roger Goodell.
PRO TIP
This is a classic case of an underserved market finally getting some attention and, we predict designers like Juszcyzk are going to cash out because of it.
Pookie Looks Absolutely Fire (Or Does She?)
Move over Alix Earle & NFL man, there’s a new TikTok couple in town and the internet can’t get enough of them.
Pookie (Campbell Puckett) and husband Jett Puckett have been going viral all week for their adorable fit checks. So, what’s got the internet so hyped up? It’s not Pookie’s designer wardrobe or Kelly bag but, rather, her husband’s sweet reactions to her date night looks. Their most popular fit check video has 7.7M views and nearly 4000 voiceover videos have been created using the couple’s viral audio.
PRO TIP
It’s not all love for the TikTok couple who have begun to experience a fall from grace. Campbell has recently come under scrutiny for resurfaced photos of her attending an Antebellum party and posing in front of a Confederate flag. So, what can marketers learn? While it might be tempting to jump on every viral trend that comes across your FYP in the hopes of boosting those KPIs, make sure you do your homework first. Take your blinders off and make decisions that align with your values.
