TikTok announced a deal with the Walt Disney Company that will let TikTok users use Disney characters and scenes in their creative content.
In what TikTok is calling a “first-of-its-kind global deal,” TikTok users will soon be able to use approved Disney assets in short-form video clips.
As part of the arrangement, Disney will in turn be able to use any created clips in its own short-form video feed on Disney+, which could expand the reach of creator content.
As outlined in a joint press release: “The agreement, which will pilot in the US in the coming months with the intention of other markets to follow, will bring an expansive collection of thoughtfully curated Disney-centric fan-created content from TikTok to the Disney+ app. At launch, short-form videos from participating creators who opt in to the program will live on both TikTok and in Verts on Disney+ and feature characters and stories from across Disney’s brands including Pixar, Marvel, Star Wars, FX and more.”
The agreement will also include a Disney Creator Ambassador Program that will enable best-in-class creators to unlock special rewards and provide them with increased visibility, as well as access to exclusive events and career development pathways.
“This tiered program reflects Disney’s commitment to building relationships with the next generation of creative talent in partnership with TikTok, who has a unique attention and care for its creator community,” the release said.
It’s the latest effort by the Disney Company to maintain a connection with the next generation of consumers and align itself with emerging creative and connective trends.
In December, Disney announced a creative partnership with OpenAI, which lets users of OpenAI’s Sora video generation app generate videos that include licensed Disney characters.
As reported by Variety, Disney ended that agreement in March after OpenAI announced it would be shelving its Sora platform. It seems Disney has re-assessed its partnership options, which has resulted in this new TikTok deal.
So rather than betting on the future of artificial intelligence and the associated risks of IP licensing for AI tools, Disney is looking to TikTok creators and using the popularity of the app among younger audiences to help solidify its presence.
It could be a good way for Disney to link into next-gen trends, and it’ll be interesting to see how, exactly, Disney uses this content.
