TikTok's Head of Music Ole Obermann is reportedly departing the company to join Apple Music after serving in his role for six years during the platform's significant growth period. Tracy Gardner, currently Head of Label Licensing & Partnerships, is expected to succeed him as ByteDance's Global Head of Music Business Development.

Obermann's tenure at TikTok has been marked by both achievements and controversies. While overseeing the platform's expansion, his approach to negotiations with IP owners and creators has drawn criticism. His leadership style was characterized by tough negotiations and resistance to collective bargaining with independent Merlin members.

A significant challenge during his tenure was the UMG licensing dispute, which centered around low royalty payments. Obermann addressed this, stating, "There was obviously a value conversation... about payments and marketing and promotion to help with the discovery of new music or new artists."

The dispute's resolution was notably influenced by Taylor Swift's decision to return her music to TikTok ahead of her latest album release, The Tortured Poets Department. Swift's move, made independently of UMG executives, created a significant shift in the negotiation dynamics, leading to UMG's music returning to the platform shortly after.

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