Ole Obermann is global head of music development at TikTok’s parent company, ByteDance. Part of his job is to make TikTok’s new subscription music streaming service a success. Q: You recently partnered with other streaming platforms, like Apple Music, which are now your competition. How are you thinking about those relationships? A: Our philosophy goes back to our incredible passion and focus on discovery. When a user on TikTok discovers a song, whatever the easiest way is for that user to listen to the full song — whether that’s Spotify, Apple Music, or Amazon Music — we want to facilitate that. We will be very neutral in terms of where the user wants to listen. If they’re a Spotify subscriber, then great, they should go listen on Spotify. Converting to full-length listening is the first priority. Obviously, we’re confident and hopeful that we can build a big audience on our own streaming service. And there’s some really fun things we can do, leveraging what we know about user behavior around music on TikTok and how that’s going to translate into a full streaming service. I think we will be able to create some pretty amazing ties and bridges between the two. But we will still remain open for business with these other platforms as well, if that’s where the users want to listen. Semafor/Al LuccaQ: Can you say more about what kinds of integration there will be between TikTok and TikTok Music? A: The music that gets served up to you in terms of recommendations in TikTok Music will be heavily influenced by what we already know about your musical tastes through TikTok. But we also think about how it’s actually a two-way street. You want fans to discover music on TikTok and then listen to it on TikTok Music. But more and more, especially the young fans, they want to engage with the music beyond just listening full-length. So you could also be in TikTok Music with a playlist of your favorite songs, and then, say, go make a video using a particular song as the soundtrack. So this could become a full loop, where you’re going in both directions between TikTok and TikTok Music. Q: Another thing that TikTok is working on is this app called Ripple, which allows people to create and edit their own music. Are you envisioning a future where people are uploading music to TikTok Music that was produced with TikTok’s own tools? A: We want to inspire creativity on the short-form video creation side, but also the audio creation side. Maybe you have a really particular kind of mood or vibe that you want to try to create a piece of music around, because that’s going to then be the perfect soundtrack for the video that you want to create. So the idea with Ripple is that — we are very early-stage — but we are going to be able to allow creators to customize the piece of audio or the song that they then want to sync up or soundtrack their video with. Q: What’s your favorite song that you heard on TikTok recently, or your favorite artist? A: There’s this song called Ojapiano. It’s an African song, and there’s a dance trend. It’s got a really fun beat and kind of a tribal flute sound to it. As it stands, the song is already doing some really big numbers and having a lot of success. But my bold prediction is that someone’s going to come along and put some [new] lyrics over it, and remix it to make it more of a pop song. Because right now, it’s almost more like an EDM dance song. I’ve got it stuck in my head right now. For the full conversation, read here. |