Ole Obermann, former Global Head of Music Business Development and IP at ByteDance, has officially joined Apple Music in a newly created leadership role in music, focused on strategy and innovation.
Obermann will serve as Co-Head of Apple Music alongside longtime Apple executive Rachel Newman, reporting to Oliver Schusser, Apple’s VP of Apple Music and Beats. According to an internal memo sent earlier, the duo will guide the streaming service into its “next phase” of growth.
A Powerhouse Leadership Duo
- Rachel Newman, an Apple veteran of 16 years, previously held the role of Global Head of Content and Editorial at Apple Music. She joined the company in 2009 as iTunes Australia/New Zealand Music Manager before rising through the ranks.
- Ole Obermann brings deep industry expertise from his five-and-a-half-year tenure at TikTok/ByteDance, where he led global music strategy and brokered major deals, including the renewal of Universal Music Group’s licensing agreement after a high-profile dispute.
What’s Next for Apple Music?
With Obermann’s deal-making prowess and Newman’s editorial and content expertise, Apple Music appears poised for new strategic initiatives, potentially in AI, global expansion, or artiste partnerships.
Obermann’s departure from ByteDance in March led to Tracy Gardner stepping in as TikTok’s new Global Head of Music Business Development.
Apple’s internal announcement praised Obermann as a “well-respected industry leader” who has “negotiated landmark agreements”—a signal that his influence could shape Apple Music’s future in a rapidly evolving streaming landscape.
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