TikTok vs. UMG: Negotiation Analysis
About
Project Overview
In this team project, we selected a real-world negotiation currently covered in the news and conducted an in-depth analysis using the 7 Elements of Negotiation framework. Our team analyzed the real-world conflict between TikTok and Universal Music Group (UMG), which escalated into a public licensing stand off. We assessing key interests, options, communication methods, and potential outcomes. The goal was to apply negotiation theory to dissect each party’s interests, alternatives, and communication strategies, ultimately providing insight into how the deal dynamics evolved and how the impasse could be resolved.
Objective
To apply the 7 Elements of Negotiation framework to a current event and offer strategic recommendations for both parties involved.
Skills Applied
-
Negotiation Analysis
-
Strategic Communication
-
Team Collaboration
-
Issue Reframing
-
Critical Thinking
Approach
Approach & Structure
-
Researched the background of the dispute between TikTok and UMG, including the removal of UMG songs from TikTok.
-
Evaluated each party’s interests, BATNA (Best Alternative to a Negotiated Agreement), relationship dynamics, and communication strategies.
-
Applied the 7 Elements of Negotiation framework to structure and present findings.
-
Collaborated as a team to prepare a presentation summarizing our analysis and recommendations.
Tools and Frameworks
-
7 Elements of Negotiation (Harvard Negotiation Project)
-
Stakeholder Mapping
-
Power/Leverage Evaluation
Key Insights
-
UMG’s Position: Sought stronger compensation and AI content protection.
-
TikTok’s Position: Emphasized platform growth and user engagement over costly licensing renewals.
-
Mutual Interests: Maintaining access to music for creators, protecting artist rights, and sustaining long-term collaboration.
Final Takeaway
This project reinforced the importance of structured frameworks like the 7 Elements of Negotiation in understanding power dynamics, finding common ground, and moving toward a win-win resolution. It demonstrated how analytical thinking and empathy are both essential in resolving high-stakes corporate conflicts.