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 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 lately 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 father or mother 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 lately Senior Director, Revenue Monitoring.
Each execs confirmed the information through LinkedIn this week.
“The TikTok trip continues,” wrote Toyin Mustapha in a press release on the platform.
He added: “Very glad to share that I’ll be transferring again into Music Partnerships to guide our efforts within the UK & Eire and SSA. It’s been an unimaginable journey to this point, that began in a coworking area virtually 6 years in the past to the place TikTok is in the present day and the position 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 house for artists at each stage, as we help as a lot unimaginable homegrown expertise as potential.”
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 house for artists at each stage, as we help as a lot unimaginable homegrown expertise as potential.
“I additionally need to give massive due to 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 perfect as they proceed platforming rising and impartial 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 glad 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 superb artists and groups to this point and looking out ahead to working with many extra sooner or later as we assist extra impartial artists break by means 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 various successes we’ve had since launching in varied markets whereas opening and rising in new markets.
“I’ve been fortunate to work with some superb artists and groups to this point and looking out ahead to working with many extra sooner or later as we assist extra impartial artists break by means 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 position will see her lead TikTok’s music partnerships crew throughout Europe (ex UK), the Center East, and North Africa.Music Enterprise Worldwide
