TikTok signs a deal with UnitedMasters for - “tomorrow’s stars who will be famous, fiercely independent and wealthy"

TikTok is partnering with UnitedMasters, a music distribution company, to allow artists on the video-sharing platform to distribute their songs directly from the app to streaming services like Apple Music, Spotify, and YouTube, as well as brands like ESPN and the N.B.A. Instead of selling their rights to a label, artists who sign with UnitedMasters keep 90 percent of their royalties, as well as ownership of the master recordings, TechCrunch reports. The deal is aimed at “tomorrow’s stars who will be famous, fiercely independent and wealthy”, said UM's founder Steve Stoute.