The one where the music?disappeared

January is one of those months that seems to divide people. For some, coming down from that festive high makes the first month feel like it goes on forever, but for others, it's a time to start fresh and make big plans for the year ahead. Either way, you may have been pulled a little away from?the wonderful world of social – which is where we come in. Whether you've just woken up from hibernation, or feel like you've blinked and missed the start of the year, here are our latest updates:

?? Big news involving TikTok and Universal Music Group...

It's no secret that the social media platform and music industry are closely linked – with TikTok's 2023 report revealing that 13 of 16 Number One tracks on the UK Official Singles Chart since January had a viral moment.

However, there's recently been some trouble in paradise, when UMG removed its full music catalog from TT after they failed to reach a licensing agreement. This has caused videos to be missing sounds, as well as sound options being removed for current usage. Taylor Swift, Drake, Ariana Grande, and Billie Eilish are just a few of the major artists on the label whose music has begun to disappear.

According to UMG ‘renewal negotiations fell apart due to disagreements over artist compensation, artificial intelligence protections, and platform safety.' In short, Universal Music Group is calling TikTok a bully, while TikTok says Universal Music Group is greedy and deceptive.

There are lots of opinions on who is?right but, here at DN, we've always spoken about the importance of music on social.?So, whatever the outcome, we believe?this could create a powershift moving forward between the two industries. One thing's for certain, we'll be keeping a close eye on any changes and how this is resolved (if at all).

?? Our Influencer campaign for Sistema went live...

To kick off 2024 in style,?Anne-Sophie Correia Ribeiro and Maud Riviere from Sistema once again teamed up?with us for our fourth influencer campaign – this time focusing on the launch of their Ocean Bound Plastic Range. So, we collaborated with a range of creators to make?engaging Reels and stills that showed off the durability, affordability, and environmental sustainability of the products. We made sure to go live across the influencers' channels as well as Sistema's own. And,?by securing?the rights to repurpose the raw files, we were able to make the most of the content by?remixing it?into tailor-made ads. Click here to see our Influencer and Community Manager, Sophie Marshall , break down the campaign and results.

?? and these 3.5 things caught our attention...

?? Proving that silly sounds still have their place "That wasn't me that night, that was the devil" has been used over 150K times to share the most outrageous part of their night out or a funny picture of their pet.

?? Initially a wholesome song, "I think I like this little life" has evolved into a trend where people try to startle each other by emphasising the first breath of the track, showcasing how trends are always changing.

?? Influencer Campbell Puckett, AKA Pookie,?and her husband Jett Puckett have gained fame by putting their unique spin on the "outfit of the day" format. Through?their distinct personalities and catchphrases,?their videos have become instantly recognisable.

?? The 'Traitors' chat has been hard to miss at work or on social media. We’ve seen reenactments of Diane,?skits, and even a?Po-Traitor series?by the BBC.?However, our favourite?has to be this post from Greggs , showing that sometimes the most unexpected reactive content resonates the best.?

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