TikTok's Global Music Chief Ole Obermann Departs for Apple Music Role
TikTok's Head of Music Ole Obermann is reportedly departing for Apple Music after leading the platform's music strategy during a period of significant growth. He will be succeeded by Tracy Gardner, who has served as TikTok's Head of Label Licensing & Partnerships since November 2019.
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Gardner brings substantial industry experience, having previously held the position of Senior Vice President of Global Business Development at Strategy at Warner Music Group.
Obermann's tenure at TikTok has received mixed reviews from industry stakeholders. While overseeing the platform's explosive growth, his approach to negotiations with IP owners and creators has been described as aggressive. A notable example was the UMG licensing dispute in 2023, which stemmed from concerns over low royalty payments.
The UMG dispute was notably influenced by Taylor Swift's decision to return her music to TikTok ahead of her album release "The Tortured Poets Department." As Swift owns her recording and songwriting rights (though administered by UMG), her move created pressure that contributed to UMG's eventual return to the platform.
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