Fast-growing social video app Triller has signed a new contract with business-to-business digital music and radio services platform 7digital, marking the latest in a string of announcements from Triller as it seeks to overtake rival TikTok in the U.S.
Triller’s more than 65 million worldwide users choose music to soundtrack short music video-style clips, which can be published on the app or to other social media channels. The new licensing agreement, which is for an initial minimum term of 18 months, gives Triller users access to 7digital’s global catalogue of more than 80 million songs for both sampling and full-length audio streaming.
Additionally, 7digital will provide Triller with back-end support for tracking usage of songs on the app, and reporting that usage to labels including Sony Music Group, Universal Music Group, Warner Music Group and Merlin. Through the deal, 7digital will receive both a monthly licensing fee and usage-based payments according to Triller’s future growth.
“What we’re seeing now is a paradigm shift in which technology is fundamentally changing the way fans experience and interact with music,” says Triller CEO Mike Lu. “The success of our platform and unprecedented rates of engagement in our community shows that people want to do more with music and have a greater voice in discovery and creation. Our partnership with 7digital ensures that the Triller community will have access to a comprehensive and global music catalogue. It also provides back-end capabilities that are essential to our platform’s appeal, enabling us to properly compensate artists and publishers when their music is streamed in viral clips.”
As the Chinese-owned TikTok faces a potential ban in the U.S. over data privacy concerns, Triller is forging full-speed-ahead. In July, Triller sued TikTok for patent infringement, and poached social media star and entrepreneur Josh Richards as chief strategy officer, announcing that Richards will leave TikTok to post exclusively on Triller.
Where TikTok has had a contentious relationship with the music industry over its use of music in clips, Triller seeks to set itself apart by emphasizing a commitment to paying artists for their work when used in the app, and has brought the likes of The Weeknd and Snoop Dog on board as strategic investors.
Added 7digital CEO Paul Langworthy: “Our new contract with Triller is further evidence of 7digital’s commitment to lead the B2B market by supporting the fastest growing and most innovative forms of music consumption. Using our music platform and catalogue to serve the content needs of a global audience and manage the intricacy of rights and royalties, Triller can focus on building the experiences that are defining the future of music culture for fans, labels and artists.”