As Universal Music Group (UMG) and TikTok continue their dispute over music royalties, TikTok has started to blur the faces of UMG-signed artists. Fans noticed a slight blur over the faces of artists like Billie Eilish, Adele, and Megan Thee Stallion on March 30th, which has grown more severe over the past 24 hours. Reports now suggest that The Weeknd’s face has become “completely unintelligible.” However, it’s unknown if the Canadian singer has adopted the look for his latest album run.
TikTok began removing music owned by UMG at the request of the major label because of the ongoing license dispute over music royalties. TikTokers have coined the name of this worldwide blurring sensation as “#UMGone,” which quickly became one of the platform’s most-used hashtags in the last 24 hours. A dance has even been created to mark the disappearance of UMG artists’ faces. Still, because TikTok hasn’t rolled out a blur feature for regular users, the dance instead involves spinning in a circle to the build-up of Skrillex, Justin Bieber, and Diplo’s ‘Where Are Ü Now’ and quickly hiding around a corner for the drop.
Many Drake fans led to believe that his blurred videos are about his upcoming “It’s All A Blur” tour. However, the artist has since shared, “Nah, this app is whack. At least I still have my alter ego, Anita Max Wynn.” Taylor Swift, Rosalía, and even TikTok newcomers, The Beatles, have been blurred on the app so far.
A TikToker said, “I thought blurring videos was a new trend or something. I even posted my content with a blur in the hope of it going viral – but then I got a copyright strike because I have glasses, and TikTok thought I was Elton John.” Mixmag has reached out to UMG and TikTok for comment
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