Universal Music Group has agreed a licensing deal for AI-powered music video creating and sharing platform Triller.
The deal will give Triller’s 28 million users access to UMG’s full catalog of songs to back personalised music videos.
Launching in 2015, Triller allows users to create professional-looking videos in a matter of seconds.
After raising an initial $4.5 million in 2016, the company closed a $5m Series A funding round in February this year, led by Carnegie Technologies.
The investment will be used to expand its AI production technology, which automates the video editing process to drive better talent discovery on the platform and across social networks.
Triller also plans to deploy a machine learning algorithm that optimizes user engagement through music, social and watch behavior.
It hopes the technology will help artists and users on the platform grow their following and fanbase.
“UMG’s artists are now among the first to gain access to Triller’s large and highly creative audience.”
tuhin roy, universal music group
Up and coming talent can share their videos with others on Triller’s discovery feed, which acts as its own social network, or across other social channels such as Instagram and Facebook.
Available on iOS and Android, Triller was recently ranked the No.12 video app in the US App Store and No.4 in France.
Tuhin Roy, UMG’s Senior Vice President of New Digital Business and Innovation, said: “UMG is dedicated to working with innovative companies like Triller that are creating new ways for fans to engage with artists.
“UMG’s artists are now among the first to gain access to Triller’s large and highly creative audience.”
“As a major music company with countless chart-topping artists, UMG brings an amazing catalog of music to our millions of users worldwide.”
mike lu, triller
Triller CEO, Mike Lu, added: “As a major music company with countless chart-topping artists, UMG brings an amazing catalog of music to our millions of users worldwide.
“Triller users are exceptionally creative, and we’re excited to watch along as our talent base creates new music video mashups with our expanded catalog.”
Music Business Worldwide
