TikTok’s music chief Ole Obermann reportedly departing for Apple Music

His tenure at TikTok coincided with a period of rapid growth for the app, but his approach to music licensing and negotiations has drawn mixed reactions from the industry.

Sources indicate that Tracy Gardner, currently TikTok’s head of label licensing & partnerships, is set to replace Obermann as ByteDance’s new global head of music business development. Gardner, who has been with TikTok since November 2019, previously held a senior position at Warner Music Group as senior vice president of Global Business Development and Strategy.

Despite TikTok’s explosive expansion under Obermann’s leadership, his dealings with music rights holders have been met with criticism. He developed a reputation for being a tough negotiator, particularly in disputes over intellectual property rights and royalty payments. His approach was highlighted during TikTok’s licensing standoff with Universal Music Group (UMG) last year, which stemmed from concerns over low royalty rates. Additionally, Obermann faced backlash for TikTok’s strategy of dealing with independent Merlin members individually rather than engaging in collective bargaining.

Commenting on the dispute with UMG, Obermann acknowledged the core issue of valuation, stating: “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? So that was one thing we were wrestling over, and we ultimately got there.”

A significant development in resolving the licensing standoff was Taylor Swift’s decision to return her music to TikTok, reportedly without UMG executives’ prior knowledge. Swift, who owns the rights to her recordings and songwriting, sought to have her music back on the platform ahead of the release of her latest album, The Tortured Poets Department. Her move undermined UMG’s stance in the dispute, leading to the eventual return of UMG’s catalogue to TikTok just weeks later.

With Obermann’s departure and Gardner’s expected promotion, the future of TikTok’s music business strategy remains uncertain as the platform continues to navigate complex industry relationships.