TikTok's Head of Music Ole Obermann is reportedly departing the company to join Apple Music after serving as the platform's music strategy leader for six years. During his tenure, TikTok experienced significant growth in its music presence and influence.

Tracy Gardner, currently Head of Label Licensing & Partnerships at TikTok, will succeed Obermann as ByteDance's Global Head of Music Business Development. Gardner brings valuable experience from her previous role as Senior Vice President of Global Business Development at Warner Music Group.

Obermann's legacy at TikTok is marked by both achievements and controversies. His tenure was characterized by:

• Aggressive negotiating tactics with IP owners
• Challenges in creator relationships
• The high-profile UMG licensing dispute over royalty payments
• A strategy of individual negotiations with Merlin members rather than collective bargaining

The recent UMG dispute resolution was notably influenced by Taylor Swift's independent decision to return her music to TikTok before her new album release. As a UMG artist who owns her recording and songwriting rights, Swift's move created leverage that helped facilitate the broader agreement between TikTok and Universal Music Group.

Related Articles

Previous Articles