In a move highlighting the strategic interplay between major tech platforms and the music industry, Apple Music has tapped Ole Obermann, the former global music head at ByteDance/TikTok, for a top leadership role. Obermann has been appointed Co-Head of Apple Music, sharing the leadership position with long-time Apple executive Rachel Newman, who has been promoted internally.
Dual leadership: Obermann joins Apple Music in a newly created role focused specifically on strategy and innovation, bringing experience from a platform known for its disruptive impact on music discovery. His move follows his departure from ByteDance at the end of March 2025. An internal Apple announcement, obtained by Music Business Worldwide, described Obermann as a "well-respected leader in the music industry" who "negotiated landmark deals during his tenure" at TikTok.
The appointment establishes a joint leadership structure at the top of Apple Music, pairing Obermann's external perspective and deal-making background with the deep internal knowledge of Rachel Newman. Newman, an Apple veteran with over 16 years at the company, steps up from her previous position as Global Head of Content and Editorial.
A long track record: During his five-and-a-half-year tenure at ByteDance/TikTok, Obermann navigated complex industry relationships and spearheaded key initiatives. Notably, he guided TikTok through its tense 2024 licensing negotiations with Universal Music Group and a dispute with the independent label agency Merlin. He is also credited with securing a unique artist deal with Taylor Swift for her catalog on the platform and overseeing the launch of the "Add To Music App" feature, which TikTok claims drove over a billion track saves and streams to partner DSPs. Prior to ByteDance, Obermann served as Chief Digital Officer at Warner Music Group, where he created the WMG Boost investment fund, and previously spent a decade at Sony Music.
Rachel Newman brings extensive experience from within Apple's ecosystem to the co-leadership role. Her career at the company began managing the iTunes music division for Australia and New Zealand before she took on roles including Head of Global Content Strategy and, most recently, Global Head of Content and Editorial.
Reporting structure and goals: Both Obermann and Newman will report directly to Oliver Schusser, Apple's Vice President of Apple Music and Beats. According to the internal announcement reported by MBW, the new Co-Heads are tasked to help "lead the service into its next phase."