The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand
Published Online:9 Jan 2026https://doi.org/10.1287/mksc.2024.1170
Supplemental Material
The replication files for this article are available HERE.
Volume 45, Issue 3
May-June 2026
Pages 493-698, ii
Article Information
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- Received:October 31, 2024
- Accepted:October 07, 2025
- Published Online:January 09, 2026
Copyright © 2026, INFORMS
Cite as
Mengjie (Magie) Cheng, Elie Ofek, Hema Yoganarasimhan (2026) The Value of Silence: The Effect of UMG’s Licensing Dispute with TikTok on Music Demand. Marketing Science 45(3):493-514.
https://doi.org/10.1287/mksc.2024.1170
Keywords
The authors thank participants of the 2024 Harvard Marketing Seminar, the 2024 Theory and Practice in Marketing Conference, the 2024 ISMS Marketing Science Conference, and the 2024 FTC Conference on Marketing and Public Policy for their comments. The authors also thank Shirsho Biswas, Omid Rafieian, and Shunyuan Zhang for detailed feedback that has significantly improved the paper.
