ByteDance-owned short-form video and social platform TikTok has promoted two executives to key roles masking the UK and Eire, EMEA, and SSA (Sub-Saharan Africa) areas.
First up is Toyin Mustapha, who has been elevated to the position of Head of Music Partnerships for the UK, Eire and SSA at TikTok.
TikTok has additionally promoted Nichal Sethi to the position of Head of SoundOn EMEA.
Mustapha joined TikTok in December 2018 as a Music Content material & Artist Partnerships Supervisor within the UK.
The exec was most not too long ago Music Promotions Lead for TikTok’s distribution service SoundOn within the UK.
In the meantime, TikTok has additionally promoted Nichal Sethi to the position of Head of SoundOn EMEA.
Sethi was beforehand Head of Artist Companies, UK. He initially joined TikTok guardian firm ByteDance as a Music Discovery & Programming Specialist in January 2022, and was promoted to Distribution Companies Lead for the US & UK just a few months later.
He joined TIkTok from BMG, the place he was most not too long ago Senior Director, Earnings Monitoring.
Each execs confirmed the information through LinkedIn this week.
“The TikTok experience continues,” wrote Toyin Mustapha in a press release on the platform.
He added: “Very joyful to share that I’ll be shifting again into Music Partnerships to steer our efforts within the UK & Eire and SSA. It’s been an unimaginable journey to this point, that began in a coworking house nearly 6 years in the past to the place TikTok is as we speak and the position it performs in getting artists’ music heard.”
“I’m actually wanting ahead to serving to the unimaginable group proceed to construct on all of their nice work driving music discovery and making TikTok a real dwelling for artists at each stage, as we assist as a lot unimaginable homegrown expertise as attainable.”
Toyin Mustapha
Mustapha continued: “I’m actually wanting ahead to serving to the unimaginable group proceed to construct on all of their nice work driving music discovery and making TikTok a real dwelling for artists at each stage, as we assist as a lot unimaginable homegrown expertise as attainable.
“I additionally wish to give huge because of Nichal Sethi and Constantin WU Haoran for a memorable 2.5 years beginning SoundOn from scratch. I’m wishing them and the entire group the perfect as they proceed platforming rising and unbiased artists, and giving them a springboard to get their music out and listened to.”
In his personal assertion, Nichal Sethi wrote: “After simply over 2.5 years at TikTok, I’m joyful to announce that I’ll be stepping in to a extra expanded position as Head of SoundOn EMEA.”
“I’ve been fortunate to work with some wonderful artists and groups to this point and searching ahead to working with many extra sooner or later as we assist extra unbiased artists break by on TikTok and past.”
Nichal Sethi
Added Sethi: “Having managed all areas of the UK enterprise for the final 2 years, I’m very excited to proceed rising SoundOn in Europe, Center East and Sub Saharan Africa, constructing upon the numerous successes we’ve had since launching in numerous markets whereas opening and rising in new markets.
“I’ve been fortunate to work with some wonderful artists and groups to this point and searching ahead to working with many extra sooner or later as we assist extra unbiased artists break by on TikTok and past.”
These newest govt promotions at TikTok observe final week’s information that Charlotte Stahl has been promoted to Head of Artist & Label Partnerships EMEA on the firm.
The exec was beforehand TikTok’s Head of Music Operations DACH since October 2022 and an Artists Relations Supervisor previous to that. Stahl joined TikTok in August 2020.
Stahl’s new position will see her lead TikTok’s music partnerships group throughout Europe (ex UK), the Center East, and North Africa.Music Enterprise Worldwide
