TikTok Goes All-In on User-Generated Event Videos
Famous video-sharing app TikTok is about to shake up the event scene, shelling out some serious dough for user-recorded clips, as reported by the German Society for the Collection of Event Rights (GWVR). The details emerged post the signing of a licensing deal with TikTok by the GWVR. These payments will be dished out exclusively for concerts hosted by GWVR members. According to GWVR boss, Johanes Ulbricht, TikTok is considering a flat-rate payment system for these clips.
The GWVR, established with a mission to include event organizers in the monetary gains generated from concert recordings, is a subsidiary of the German Confederation of Music and Event Companies, headquartered in Hamburg. This Confederation houses around 500 event agencies, tour organizers, festivals, and concert promoters, as per their own stats.
With TikTok's plans to pay for user-generated event clips, the platform could see a surge in popularity among live music events. The proposed flat-rate payments could entice musicians and event organizers affiliated with the German Confederation of Music and Event Companies to promote their gigs more frequently on TikTok.
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TikTok's new policy of compensating users for event clips could significantly boost its appeal in the live music events sphere. The flat-rate payments, as suggested, might encourage a larger number of musicians and event organizers associated with the German Confederation of Music and Event Companies to hype their events more on TikTok. However, the specific payment amounts for user-generated content have yet to be disclosed by TikTok. To obtain such information, one should refer to the terms and conditions of TikTok's Branded Mission program—the platform's solution for sourcing and utilizing user-generated content in advertising campaigns. Nevertheless, the provided sources do not provide a comprehensive breakdown of the payment structures for this type of content.
