Lickd, a digital platform providing YouTube content creators with pre-cleared music, has announced global partnerships with Universal Music Group (UMG), and Universal Music Publishing Group (UMPG) for use of the recordings and publishing catalogue by YouTube creators.
The deal will provide YouTube content creators with a selection of new releases and tracks from the two companies’ music catalogues across multiple territories. By continuing to shine a spotlight on the rapid growth of YouTubers who use music as a key part of social video production, this partnership will help drive growth and new opportunities in the creator space.
“Partnering with UMG and UMPG represents a huge step forward in the creation of a streamlined path for social content creators to access pre-cleared commercial music. This is one of many positive moves helping to craft a more artist, songwriter and creator-friendly world comprising of fair compensation and affordable licencing,” said Paul Sampson, CEO of Lickd.
“We’re delighted to enter into a partnership with Lickd at a time when user-generated content is experiencing exponential growth and music remains the number one passion point for many globally. UMG recognises that by embracing and connecting these creative forces, our artists, their fans, who themselves are content creators and today’s social content creators, we are enabling an environment of deeper collaboration and discovery, under a scalable model,” commented James Healy, SVP digital strategy and business development at UMG.
“At a time when more and more people are consuming content, we are thrilled to be working with Lickd to deliver greater value to creators, artists and consumers. We look forward to continuing to support the creator industry and to seeing how this partnership will evolve,” said Alex Ianev, senior director business development and digital at UMPG.