ByteDance-owned short-form video and social platform TikTok has promoted two executives to key roles overlaying the UK and Eire, EMEA, and SSA (Sub-Saharan Africa) areas.
First up is Toyin Mustapha, who has been elevated to the function of Head of Music Partnerships for the UK, Eire and SSA at TikTok.
TikTok has additionally promoted Nichal Sethi to the function 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 just lately Music Promotions Lead for TikTok’s distribution service SoundOn within the UK.
In the meantime, TikTok has additionally promoted Nichal Sethi to the function of Head of SoundOn EMEA.
Sethi was beforehand Head of Artist Providers, UK. He initially joined TikTok dad or mum firm ByteDance as a Music Discovery & Programming Specialist in January 2022, and was promoted to Distribution Providers Lead for the US & UK just a few months later.
He joined TIkTok from BMG, the place he was most just lately Senior Director, Revenue Monitoring.
Each execs confirmed the information by way of LinkedIn this week.
“The TikTok trip continues,” wrote Toyin Mustapha in a press release on the platform.
He added: “Very completely happy to share that I’ll be shifting again into Music Partnerships to guide our efforts within the UK & Eire and SSA. It’s been an unimaginable journey thus far, that began in a coworking area virtually 6 years in the past to the place TikTok is at this time and the function it performs in getting artists’ music heard.”
“I’m actually trying ahead to serving to the unimaginable crew proceed to construct on all of their nice work driving music discovery and making TikTok a real residence for artists at each stage, as we assist as a lot unimaginable homegrown expertise as attainable.”
Toyin Mustapha
Mustapha continued: “I’m actually trying ahead to serving to the unimaginable crew proceed to construct on all of their nice work driving music discovery and making TikTok a real residence 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 crew the easiest 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 completely happy to announce that I’ll be stepping in to a extra expanded function as Head of SoundOn EMEA.”
“I’ve been fortunate to work with some wonderful artists and groups thus far and searching ahead to working with many extra sooner or later as we assist extra unbiased artists break by way of 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 thus far and searching ahead to working with many extra sooner or later as we assist extra unbiased artists break by way of on TikTok and past.”
These newest government promotions at TikTok comply with 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 function will see her lead TikTok’s music partnerships crew throughout Europe (ex UK), the Center East, and North Africa.Music Enterprise Worldwide
