Recently, MixMag reported that TikTok has begun to blur the faces of artists collaborating with Universal Music Group (UMG). Specifically, MixMag said that some fans have reported to them, reporting that they started to notice the faces of artists like Billie Eilish, Adele, Megan Thee Stallion,… being blurred on TikTok clips. The list of “victims” is extended to include Taylor Swift and… The Beatles.

Besides, MixMag’s article is also “confusing” when sharing some of Tiktok users’ experiences of whether they are real or joking to illustrate the article. For example, a TikToker shared with MixMag: “I think blurring videos is a new trend or something. I even posted my content with blurry images hoping it would go viral – but then I got a copyright strike because I was wearing glasses and TikTok thought I was Elton John.” Even, The article also said that TikTok users also created a viral dance to mark the artists’ masked faces, even creating the #UMGone trend (combined from the words “UMG” and “gone” , roughly translated: “UMG disappears”).

Illustration for MixMag’s article.

However, the authenticity of MixMag’s article is still a mystery. MixMag’s article was published on April 1 – April Fools. According to direct observation from TikTok, the clips of the mentioned artists still display normal images, no one’s face is blurred as MixMag reported. Besides, the war between TikTok and UMG is receiving global media attention, every move is reported, but such a “shocking” thing as blurring the faces of big artists only appears on the board. MixMag’s news only. And of course there are no hashtags or dances either!