TikTok's Head of Music Ole Obermann is reportedly departing the company to join Apple Music, marking the end of his six-year tenure during which he oversaw the platform's music strategy through significant growth periods.

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 mixed, characterized by:

• Tough negotiations with IP owners
• Creator-unfriendly policies
• Low royalty payment disputes, including the UMG licensing conflict
• Resistance to collective bargaining with independent Merlin members

The recent UMG licensing dispute resolution was notably influenced by Taylor Swift's independent decision to return her music to TikTok. As a UMG artist who owns her recording and songwriting rights, Swift's move created pressure that contributed to UMG's eventual return to the platform.

During the dispute, Obermann had acknowledged the challenges, stating: "There was obviously a value conversation... about payments and marketing and promotion to help with the discovery of new music or artists. We were wrestling over that, and we ultimately got there."

The transition comes at a crucial time for TikTok's music strategy as the platform continues to navigate relationships with major labels and artists while maintaining its position as a key player in music discovery and promotion.

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