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Ole Obermann, the long-serving global head of music business development, is leaving the company. Tracy Gardner will step into the role after his departure at the end of March.
“I am proud to have played a role in bringing so many people the joy of music while at TikTok,” Obermann wrote in a note to staff on Tuesday (Feb. 18), according to Music Business Worldwide. “We have an amazing team,” he continued, “and leadership and music will continue to thrive and evolve on TikTok.”
A representative for TikTok declined to comment.
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Obermann started at TikTok in 2019. Before that, he spent three years at Warner Music Group as chief digital officer/evp, strategy and business development, and a decade at Sony Music, where he worked on licensing renewals with Spotify, Apple Music and YouTube, as well as deals with Facebook and many other digital services. Gardner also worked at WMG prior to joining TikTok.
During Obermann’s time at TikTok, the platform grew rapidly and became a major conduit for music discovery, changing the ways that artists made and marketed songs, and the ways that labels signed and promoted artists.
As TikTok grew, it also evolved from its roots as a dance-focused app for younger users. “Even though it’s been a bunch of years since we morphed from Musical.ly to TikTok, there is still, in some communities, this misconception that the artist needs to get out there and do a dance to their song, and then it’s going to go viral,” Obermann said last year.
For the music business, Obermann often served as the TikTok’s public face. TikTok’s relationship with the industry was tense for much of 2024: There was a monthslong standoff with Universal Music Group before the two parties came to a licensing agreement.
“There was obviously a value conversation: What are the payments that are happening, and also how much marketing and promotion can we provide to help with the discovery of new music or new artists that are priorities for them?” Obermann explained last year. “So that was one thing that we were wrestling over, and we ultimately got there.”
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TikTok is back in the Apple Store and Google Play stores for US users.
The popular social media platform officially returned to Apple’s App Store and the Google Play store for US users on Thursday after the companies removed it on Jan.19.
A federal law banning TikTok as of Jan.19 because TikTok’s Chinese-based parent company, ByteDance, failed to divest its ownership of the app forced both companies to pull it from their US stores. Failure to adhere to the law by still hosting or distributing TikTok in the US would result in penalties, $5,000 per user or $850 billion in fines because the platform boasts it has 170 million US users. Hence, it’s not surprising both companies yanked the app from their stores.
TikTok gained an ally in Donald Trump, who initially spearheaded the app’s banning before he lost his reelection bid to Joe Biden. Unfortunately, after returning to the White House, Felon 47 signed an executive order on Jan.20 instructing his Attorney General, Pam Bondi, not to enforce the ban for 75 days.
The executive order also instructed Bondi “to issue a letter to each [TikTok] provider stating that there has been no violation of the statute and that there is no liability for any conduct’ as of Jan.19 throughout the 75-day extension.
According to Bloomberg’s report, Bondi sent Apple and Google letters on Thursday.
In a blog post, TikTok celebrated its return to both stores: “The TikTok app is now available for download from the App Store and Google Play. Our U.S. users can download the latest version of our app and continue to create, discover, and share what they love on TikTok.”
How The TikTok Ban Jig Played Out
What a turn of events following TikTok’s loss in its appeal to the Supreme Court, claiming the ban was in direct violation of the First Amendment.
Following the court’s decision, TikTok shut down on Jan.18, a day before the ban was supposed to start, before restoring service after Donald Trump vowing not to enforce the ban. When US users opened the app, they were greeted by a message telling them the app was back thanks to Orange Mussolini.
Users on X, formerly Twitter, have been reacting to the app’s return to the Apple Store and Google Play store; you can see those reactions in the gallery below.
1. Serious question
5. Accurate
TikTok has returned to the app stores of Apple and Google in the U.S., after President Donald Trump delayed the enforcement of a TikTok ban. TikTok, which is operated by Chinese technology firm ByteDance, was removed from Apple and Google’s app stores on Jan. 18 to comply with a law that requires ByteDance to divest […]
It’s well established that a song which becomes popular on TikTok often becomes popular on streaming services soon after. The platform aims to quantify this effect in its second annual Music Impact Report, released on Thursday (Feb. 13): On average, “an artist can expect an 11% increase in on-demand music streaming over the course of the three days following a peak in TikTok total views.”
TikTok commissioned the latest report, and it hits the same themes as its predecessor, repeatedly emphasizing the extent to which music fans on the platform are more engaged than average listeners, and thus more supportive of the larger music ecosystem. (Luminate conducted the analysis.)
“TikTok’s role as a driver of music discovery and artist success is already well known,” Ole Obermann, global head of music business development at TikTok, said in a statement. “However, Luminate’s report goes even further in laying out the many ways in which TikTok and its community of highly-engaged and high-spending music fans are proven to drive incremental revenues, chart success, and added value to artists and the music industry.”
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The study finds that 40% of U.S. TikTok users “listen to a new album on release week — a rate that is 27% higher than that of the average U.S. music listener.” And they are more likely to seek out additional information about musicians they like: “50% of U.S. TikTok users say they enjoy watching videos about music artists, such as interviews and behind-the-scenes content — 47% higher than the average U.S. social and [short-form video] user.”
The report also finds that American TikTok users are more willing to shell out for music (“spending 46% more money on [it] each month than the average U.S. music listener”), live experiences (52%), and artist merch (62%).
On top of that, they like to watch the charts — and try to influence them. “TikTok users are 40% more likely to make music purchases with the specific goal of boosting an artist’s chart position compared to the average consumer who makes music purchases,” according to the report.
In 2024, TikTok went wide with the “add to music app,” which allows users to quickly save music they find on the platform to their streaming service of choice. The latest report indicates that users have saved more than 1 billion songs to their streaming service of choice, though it’s hard to make much of this number without any additional context, as TikTok has a large user base.
The report also serves up two case studies that suggest a strong correlation between TikTok views and saves (for Sabrina Carpenter the week she released Short n’ Sweet) and between saves and streams (for Korn’s catalog). But the overall impact of the feature on the interplay between TikTok and streaming services remains unclear.
In his statement, Obermann said the “add to music app” “is already positively influencing artist success and chart placements, and the most exciting thing is that we are just getting started.”
Sarah Barthel of Phantogram is glad the band got its start before short-form video apps became the de facto route to break new music. “It’s really hard for me to understand TikTok,” she tells Billboard’s Behind the Setlist podcast ahead of a headlining tour supporting the album Memory of a Day that runs through Feb. […]
“It’s almost like, an anti-pop song,” María Zardoya, the leader of The Marías, says of “No One Noticed.”
Considering the sighing production, murmured harmonies and somber lyrical tone as Zardoya pleads with a lover for attention and reassurance, “No One Noticed” understandably did not lead the indie-pop band’s second album, Submarine, upon its release last May. Yet in the months since, the song has transformed into a viral breakthrough and the band’s biggest hit to date.
Zardoya says that none of the band members expected “No One Noticed” to become The Marías’ first solo Billboard Hot 100 entry. Its success not only strengthened the band’s commercial footprint — it validated their entire aesthetic.
“It gets you in your feels — it’s pretty emotional, and kind of slow,” she says of “No One Noticed.” “It gives me hope that people are still open to listening to a song over and over that makes them cry.”
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The Marías photographed on January 15, 2025 in New York.
Caroline Tompkins
The enduring hit isn’t the bilingual, Los Angeles-based quartet’s first visit to the Hot 100, previously reaching the chart thanks to Bad Bunny: in 2022, the band was a featured act on “Otro Atardecer,” a buoyant Spanish-language album cut from the superstar’s Grammy-winning album Un Verano Sin Ti that peaked at No. 49. “That was always our No. 1 song on our Spotify page, by far, and we thought it was going to be forever,” says drummer/producer Josh Conway with a laugh. “That was a pretty big pinch-me moment, when ‘No One Noticed’ surpassed it. And now it’s surpassed it by a lot.”
The origin of “No One Noticed” predates the Bad Bunny collaboration — as well as The Marías album that came before Submarine. Zardoya, a Puerto Rico native who grew up in Atlanta, formed The Marías in 2016 when she started writing songs with L.A. native Conway, before recruiting Jesse Perlman on guitar and Edward James on keys. Following a pair of indie EPs and steady work as a touring band, The Marías signed an Atlantic Records deal in early 2021 and released their debut album, Cinema, that June.
Zardoya says that the band started writing “No One Noticed” during the pandemic in 2020, chipping away at a demo before ultimately “putting it on the back burner for a while,” then revisiting it as a potential addition to Submarine. Part of the reason why it was shrugged off for years was because as the group searched for a breakthrough single, they thought that meant something with a quicker pace than the viscous dreaminess of “No One Noticed.”
“We were understandably getting a little pressure from the label, and I think that the first thing labels look at as being a ‘hit’ is something with tempo,” Zardoya explains. So the band focused the Cinema campaign around the sleek dark-pop single “Hush,” and released the danceable electro-funk track “Run Your Mouth” as the lead single to Submarine last year. Both made the lower reaches of the Hot Rock & Alternative Songs chart.
The Marías photographed on January 15, 2025 in New York.
Caroline Tompkins
Meanwhile, Mick Management’s Jonathan Eshak, the band’s manager who started working with The Marías between their two albums, identified a sizable live base for the band and prioritized streamlining their touring agenda for Submarine. “They could play pretty large rooms — not just in New York or L.A., but in markets that are a little less traveled,” Eshak says. “But a big mission statement from María, Josh, Jesse and Eddie was they didn’t want to be viewed as just a domestic act — they really wanted to speak to fans who are either Spanish-speaking, have ancestral roots in Latin America, or are in Latin America.” As such, The Marías kicked off their tour in support of Submarine with a four-night residency at Foro Puebla in Mexico City last June, before headlining across North America throughout the summer.
As they began presenting Submarine on tour, The Marías found it interesting that “No One Noticed” would elicit some of the evening’s biggest cheers; similarly, the band would hear from friends, and read fan comments, declaring the moody track as the album standout. By July, TikTok users had adopted the song — particularly its “Come on, don’t leave me, it can’t be that easy, babe/If you believe me, I guess I’ll get on a plane” breakdown — and when Billie Eilish posted a clip of herself singing along to “No One Noticed” on her Instagram story on July 17, streams began to skyrocket.
By early September, “No One Noticed” had reached the top 10 of the Hot Rock & Alternative Songs chart. As the band was prepping for its first proper European tour for the fall, it was announced as an opener on the December leg of Eilish’s arena tour. “Billie showed love for ‘No One Noticed’ really early on,” says Zardoya, “so it was cool to perform that song live at her shows — I would dedicate it to her before we performed it, every single night.”
And as the crowd sizes increased, so did the song’s audience. Since serving as a summertime-sadness anthem thanks to its initial TikTok pickup, “No One Noticed” has crossed over to streaming platforms and even to radio. The song has 215.3 million official on-demand U.S. streams through Jan. 30, according to Luminate, and reached No. 4 on Hot Rock & Alternative Songs, No. 11 on Streaming Songs and No. 26 on Pop Airplay, where it hits a new high this week. “No One Noticed” has also peaked at No. 22 in 18 weeks on the Hot 100 and reentered the top 40 on the Feb. 1-dated chart.
The Marías are slated to perform at three South American editions of Lollapalooza in March before playing Coachella in April. Eshak says that, as the band prepares to play Submarine in front of oversized festival crowds, the rising interest in their catalog beyond “No One Noticed” demonstrates how much more growth they can achieve in 2025.
“There’s so much runway for this band,” he says. “Obviously a hit song’s a hit song, and we’ll take them where we can find them, but what I’m so excited about is how people are engaging with the band’s entire world.”
That world will also expand when the follow-up to Submarine arrives: The Marías spent some time at New York’s famed Electric Lady Studios in January and are planning on more sessions following their festival gigs in the spring.
“We were pretty surprised at how experimental things were in the studio,” says Conway of the recent sessions. “I think ‘No One Noticed’ helped pave the way for us to let our guard down a little and do whatever we want.”
Caroline Tompkins
This story appears in the Feb. 8, 2025, issue of Billboard.
President Donald Trump on Monday signed an executive order directing the U.S. to take steps to start developing a government-owned investment fund that he said could be used to profit off of TikTok if he’s successful at finding it an American buyer.
Trump signed an order on his first day office to grant TikTok until early April to find an approved partner or buyer, but he’s said he’s looking for the U.S. to take a 50% stake in the massive social media platform. He said Monday in the Oval Office that TikTok, which is owned by China-based ByteDance, was an example of what he could put in a new U.S. sovereign wealth fund.
“We might put that in the sovereign wealth fund, whatever we make or we do a partnership with very wealthy people, a lot of options,” he said of TikTok. “But we could put that as an example in the fund. We have a lot of other things that we could put in the fund.”
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Sovereign wealth funds invest in assets, such as stocks, bonds and real estate. They are typically funded by a country’s budgetary surpluses, which the U.S. currently does not have.
Trump noted many other nations have such investment funds and predicted that the U.S. could eventually top Saudi Arabia’s fund size. “Eventually we’ll catch it,” he promised.
There are over 90 sovereign wealth funds around the world that mange over $8 trillion in assets, according to The International Forum of Sovereign Wealth Funds, a London-based organization made up of roughly 50 of these entities.
In the U.S., more than 20 sovereign wealth funds exist at the state level, according to analysis from the Center for Global Development, a Washington-based nonpartisan think-tank.
The largest ones — based in Alaska, New Mexico and Texas — are financed through revenue that comes from oil, gas and mineral proceeds and used to fund in-state programs, such as education. Though these funds are owned by governments, they tend to operate as standalone institutions with their own investment strategies and staff, the center said.
The president put Treasury Secretary Scott Bessent and Howard Lutnick, Trump’s pick for commerce secretary, in charge of laying the groundwork for creating a the fund, which would likely require congressional approval. The executive order says a plan for the fund — including recommendations for investment strategies and a governance model — has to be submitted to Trump within 90 days.
Former President Joe Biden’s administration had studied the possibility of creating a sovereign wealth fund for national security investments, but the idea did not yield any concrete action before he left office last month.
Bessent said the administration’s goal was to have the fund open within the next 12 months, and Lutnick said another use of the fund could have been for the government to take an profit-earning stake in vaccine manufacturers.
“The extraordinary size and scale of the U.S government and the business it does with companies should create value for American citizens,” Lutnick told reporters.
TikTok was supposed to be banned in the U.S. last month under a federal law that forces ByteDance to divest its stakes or face a ban. The law was passed in April with bipartisan support in Congress and signed by Biden. The two companies and some users quickly took legal action against the statute, which was ultimately upheld by the Supreme Court last month.
After taking office, Trump, who had attempted to ban the popular app during his first term, directed the Justice Department to pause enforcement of the law for 75 days. The reprieve has given the company more time to work out a deal with the administration.
Several investors — including billionaire Frank McCourt and Trump’s former Treasury Secretary Steven Mnuchin — have spoken publicly about their desire to purchase TikTok’s U.S. platform. Trump has said “many people” had also reached out to him privately about it. Last week, he said Microsoft was one of the U.S. companies eyeing the social media platform.
A San Francisco-based artificial intelligence startup called Perplexity AI presented a proposal to ByteDance last month that would allow the U.S. government to own up to 50% of an entity that combines TikTok’s U.S. platform with Perplexity’s business, a person familiar with the matter previously told the Associated Press. If successful, the proposal would allow the U.S. government to have a sizable stake in that entity once it makes an initial public offering of at least $300 billion.
Heidi Montag’s 15-year-old dance-pop album Superficial has generated nearly $150,000 from streaming and digital sales since the MTV reality show star lost her home to the Pacific Palisades wildfire in Los Angeles in early January.
In the days following the destruction of the couple’s home on Jan. 7, Montag’s husband Spencer Pratt took to TikTok, sharing videos of the ashes and their children’s burned toys and asking viewers to stream wife Heidi’s music. Pratt later told Variety in a Jan. 17 article that he made a combined $24,000 from donations on TikTok, but he had no idea if they were making any money from her music.
His plea appears to be paying off. From Jan. 3 to Jan. 23, Montag’s 2010 album Superficial and its individual songs have generated $147,011.61 from streaming, digital album and song sales and publishing revenue, according to Billboard estimates based on data from Luminate.H
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This month, Montag made her first appearance on the Billboard Artist 100 chart, which ranks the most popular artists of the week, and Superficial and its songs landed on the Billboard 200, Top Album Sales, Top Dance Albums and Hot Dance/Pop Songs charts for the week of Jan. 25. Her appearance on those charts may translate into additional revenue for her new album Superficial 2, which the artist released last Friday (Jan. 24).
Montag has also benefitted from widespread support. TikTok launched a Heidi hub with a link to create content using a sped-up version of her song “I’ll Do It.” (TikTok says that, as of Jan. 28, there are more than 2.8 million creations using the track — both the original and sped-up remix.) The online marketing hub LinkTree paid for a billboard in Times Square with the message “Stream Superficial by Heidi Montag” and Montag appeared on Good Morning America, according to her TikTok posts.
The ramp-up in revenue has been swift. In the first week of January, Billboard estimates that the album produced $1,762.97. Following Montag and Pratt’s request, the album and songs produced $98,002.57 in the second week of January and $48,009.04 in the third week of January.
Digital album sales have contributed the greatest amount of revenue so far, generating revenues of $82,497.22, based on Billboard estimates.
In the first week 2025, nine digital copies of the album were sold, worth about $50. In the second week of 2025, 11,258 digital copies of the album were sold, worth about $62,930; and in the third week of 2025, 3,484 digital copies of the album were sold, worth about $19,475.
Montag and Pratt did not respond to requests for comment made to their publicists.
Additional reporting by Ed Christman.
The company that owns the copyrights to Eminem’s “Lose Yourself” is suing a Ford dealership near the rapper’s native Detroit for using the iconic track in TikTok videos that warned viewers they “only get one shot” to buy a special edition truck.
In a lawsuit filed on Monday (Jan. 27) in Michigan federal court, Eight Mile Style accuses LaFontaine Ford St. Clair — which owns several dealerships near Eminem’s hometown — of blasting the song in the social media videos even though “at no time” did it get a license to do so.
“This is an action for willful copyright infringement … against LaFontaine for its unauthorized use of the composition in online advertisements for one or more car dealerships in blatant disregard of the exclusive rights vested in Eight Mile,” the company’s attorneys write.
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The lawsuit says the videos, which allegedly appeared on TikTok, Instagram and Facebook in September and October, used “Lose Yourself” to boost a special Detroit Lions-themed Ford truck, telling viewers: “With only 800 produced, you only get one shot to own a Special Edition Detroit Lions 2024 PowerBoost Hybrid F-150.”
Social media platforms like TikTok and Instagram provide huge libraries of licensed music for users to easily add to their videos. But there’s a key exception: The songs can’t be used for commercial or promotional videos posted by brands. That kind of content requires a separate “synch” license, just like any conventional advertisement on TV.
That crucial distinction has led to numerous lawsuits in recent years. The restaurant chain Chili’s has been sued twice for using copyrighted songs in social videos, including once by the Beastie Boys over “Sabotage” and again by Universal Music Group for allegedly using more than 60 songs from Ariana Grande, Justin Bieber and many others. The hotel chain Marriott and more than a dozen NBA teams have also recently faced copyright lawsuits over the same thing.
In the current case, Eight Mile Style pointedly noted that it had previously approved car commercials involving “Lose Yourself” — something of a natural fit, given the song’s connections to the Motor City.
“The composition was licensed and featured in a two-minute Chrysler television commercial that aired during the 2011 Super Bowl,” Eight Mile’s lawyers write. “Chrysler generated millions of dollars of new and used automobile sales across the world from this use of the composition.”
But LaFontaine’s decision to use the song without approval “usurped Plaintiffs’ exclusive rights to determine when and under what terms the composition may be used for commercial endorsements and advertising,” the company’s lawyers write.
Perplexity AI has presented a new proposal to TikTok’s parent company that would allow the U.S. government to own up to 50% of a new entity that merges Perplexity with TikTok’s U.S. business, according to a person familiar with the matter.
The proposal, submitted last week, is a revision of a prior plan the artificial intelligence startup had presented to TikTok’s parent ByteDance on Jan. 18, a day before the law that bans TikTok went into effect.
The first proposal, which ByteDance hasn’t responded to, sought to create a new structure that would merge San Francisco-based Perplexity with TikTok’s U.S. business and include investments from other investors.
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The new proposal would allow the U.S. government to own up to half of that new structure once it makes an initial public offering of at least $300 billion, said the person, who was not authorized to speak about the proposal. The person said Perplexity’s proposal was revised based off of feedback from the Trump administration.
If the plan is successful, the shares owned by the government would not have voting power, the person said. The government also would not get a seat on the new company’s board.
ByteDance and TikTok did not immediately responded to a request for comment.
Under the plan, ByteDance would not have to completely cut ties with TikTok, a favorable outcome for its investors. But it would have to allow a “full U.S. board control,” the person said.
Under the proposal, the China-based tech company would contribute TikTok’s U.S. business without the proprietary algorithm that fuels what users see on the app, according to a document seen by the Associated Press. In exchange, ByteDance’s existing investors will get equity in the new structure that emerges.
The proposal seems to mirror a strategy Steven Mnuchin, treasury secretary during Trump’s first term, discussed Sunday on Fox News’ Sunday Morning Futures — that a new investor in TikTok could simply “dilute down” the Chinese ownership and satisfy the law. Mnuchin has previously expressed interest in investing in the company.
“But the technology needs to be disconnected from China,” he added. “It needs to be disconnected from ByteDance. There’s absolutely no way that China would ever let us have something like that in China.”
The Perplexity proposal comes as several investors are expressing interest in TikTok. President Donald Trump said late Saturday that he expects a deal will be made in as soon as 30 days.
On a flight from Las Vegas to Miami on Air Force One, Trump also said he hadn’t discussed a deal with Larry Ellison, CEO of software maker Oracle, despite a report that Oracle, along with outside investors, was considering taking over TikTok’s global operation.
“Numerous people are talking to me. Very substantial people,” Trump said. “We have a lot of interest in it, and the United States will be a big beneficiary. … I’d only do it if the United States benefits.”
Under a bipartisan law passed last year, TikTok was to be banned in the United States by Jan. 19 if it did not cut ties with ByteDance. The Supreme Court upheld the law, but Trump then issued an executive order to halt enforcement of the law for 75 days.
Trump, on Air Force One, noted that Ellison lives “right down the road” from his Mar-a-Lago estate, but added, “I never spoke to Larry about TikTok. I’ve spoken to many people about TikTok and there’s great interest in TikTok.”
TikTok briefly shut down in the U.S. a week ago, but went back online after Trump said he would postpone the ban. Trump had unsuccessfully attempted a U.S. ban of the platform during his first term. But he has since reversed his position and has credited the platform with helping him win more young voters during last year’s presidential election.
TikTok CEO Shou Chew attended Trump’s inauguration Jan. 20, along with some other tech leaders who’ve been forging friendlier ties with the new administration.
Congress voted to ban TikTok in the U.S. out of concern that TikTok’s ownership structure represented a security risk. The Biden administration argued in court for months that it was too much of a risk to allow a Chinese company to control the algorithm that fuels what people see on the app. Officials also raised concerns about user data collected on the platform.
However, to date, the U.S. hasn’t provided public evidence of TikTok handing user data to Chinese authorities or allowing them to tinker with its algorithm.