Ole Obermann, the long-serving global head of music business development, is leaving the company. Tracy Gardner will step into the role after his departure at the end of March.
“I am proud to have played a role in bringing so many people the joy of music while at TikTok,” Obermann wrote in a note to staff on Tuesday (Feb. 18), according to Music Business Worldwide. “We have an amazing team,” he continued, “and leadership and music will continue to thrive and evolve on TikTok.”
A representative for TikTok declined to comment.
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Obermann started at TikTok in 2019. Before that, he spent three years at Warner Music Group as chief digital officer/evp, strategy and business development, and a decade at Sony Music, where he worked on licensing renewals with Spotify, Apple Music and YouTube, as well as deals with Facebook and many other digital services. Gardner also worked at WMG prior to joining TikTok.
During Obermann’s time at TikTok, the platform grew rapidly and became a major conduit for music discovery, changing the ways that artists made and marketed songs, and the ways that labels signed and promoted artists.
As TikTok grew, it also evolved from its roots as a dance-focused app for younger users. “Even though it’s been a bunch of years since we morphed from Musical.ly to TikTok, there is still, in some communities, this misconception that the artist needs to get out there and do a dance to their song, and then it’s going to go viral,” Obermann said last year.
For the music business, Obermann often served as the TikTok’s public face. TikTok’s relationship with the industry was tense for much of 2024: There was a monthslong standoff with Universal Music Group before the two parties came to a licensing agreement.
“There was obviously a value conversation: What are the payments that are happening, and also how much marketing and promotion can we provide to help with the discovery of new music or new artists that are priorities for them?” Obermann explained last year. “So that was one thing that we were wrestling over, and we ultimately got there.”