![]() ![]() I was in bands in high school, like many of us were. What first pulled you into the business of music? It's pleasure to be here.ĬHAKRABARTI: So, I'd love to first hear the story of your journey into the business of music, right? Because you were at at least two major record labels before you moved to TikTok. And of the many fascinating things about Obermann, there's this: he was once a big name in the music business at a conventional record label, until he saw how TikTok was transforming how music is made and marketed. He's global head of music business development at ByteDance, TikTok's parent company. Ole Obermann runs the music business at TikTok. ![]() Boosting new talent used to be the realm of the A&R manager. 1 records on the Billboard Hot 100 in 2022. The social media app claims that TikTok virality was behind 13 out of 14 No. MEGHNA CHAKRABARTI: Songs like "Sunroof" by Nicky Youre and dazy, or "About Damn Time" by Lizzo, whether they're songs from major names in music or up-and-coming talent, the hit-maker behind them is TikTok. Holly Minto, member of the British rock band Crawlers, whose song “Come Over” went viral on TikTok in 2021. Ole Obermann, global head of music business development at ByteDance, TikTok’s parent company. Today, On Point: A conversation with Ole Obermann, and how TikTok is changing music. So we do huge things with them to market their new songs and their new releases." "There are superstar artists who have new music. "There are emerging, undiscovered, unknown artists and there are literally 10 of them being signed to record labels every month because they get a start on TikTok," Obermann says. How does the platform identify little snippets of music and turn those artists into the next generation of global music stars? That's the job of Ole Obermann, which makes him one of the most influential people in pop music today. TikTok is now a driving force in the music industry. ![]()
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