ByteDance-owned social and short-form video platform TikTok has promoted two executives to key positions covering the UK, Ireland, EMEA and SSA (Sub-Saharan Africa) regions.

First of all, Toyin MustafaRaised to the rank of Responsibility for musical participation For UK, Ireland and SSA on Tik Tok.

Tik Tok was also promoted Nichal Sethi to the role of Head of SoundOn EMEA.

Mustafa joined TikTok in December 2018 as Head of UK Music Content and Artist Partnerships.

The executive was head of music promotions for TikTok's SoundOn distribution service in the UK.

Meanwhile Tik Tok was also promoted Nichal Sethi Head of SoundOn EMEA.

Sethi was previously Head of Artist Services in the UK. In January 2022, he joined TikTok's parent company ByteDance as a music discovery and programming specialist, and a few months later became head of distribution services for the US and UK.

He joins Tik Tok from BMG, where he most recently served as Senior Director of Revenue Tracking.

Both executives confirmed the news via LinkedIn this week.

“The TikTok journey continues,” Toyin Mustafa wrote in a statement on the platform.

He added: “I am delighted to announce that I will be returning to Music Partnerships to lead our efforts in the UK, Ireland and sub-Saharan Africa. It's been an incredible journey so far, from starting in a co-working space almost 6 years ago to taking TikTok to where it is today and the role it plays in spreading music from artists. »

“I really want to help this incredible team continue all their great work discovering music and making TikTok a true home for artists at every stage, while supporting local talent as much as possible to make it incredible. »

Toyin Mustafa

Mustafa continued: “I'm really looking forward to helping the incredible team continue all their great work discovering music and making TikTok a true home for artists at all stages.

“I would like to warmly thank Nichal Sethi and Konstantin WU Hauren for these memorable 2.5 years since SoundOn started from scratch. I wish her and the entire team the best of luck in promoting emerging, independent artists and providing a springboard to get their music heard and heard. »

In his own statement, Nichal Sethi wrote: “After more than 2.5 years at TikTok, I am delighted to announce that I will be taking on a broader role as head of SoundOn EMEA. »

“I've been lucky enough to work with some incredible artists and teams so far, and I look forward to working with many more in the future to help more independent artists on TikTok and beyond. »

Nichal Sethi

added Sethi: “Having managed all areas of the UK business over the past two years, I am very excited to continue to grow Sound On in Europe, the Middle East and Sub-Saharan Africa, building on the many successes we have achieved since our launch in various markets. New markets are opened and developed.

“I've been lucky enough to work with some incredible artists and teams so far, and I look forward to working with many more in the future to help more independent artists on TikTok and beyond. »

These latest executive promotions at TikTok follow last week's news Charlotte Stahl Promoted to Head of EMEA Artist and Label Partnerships within the company.

The executive was previously head of TikTok's music operations for the DACH region from October 2022 and head of artist relations before that. Stal joined Tik Tok in August 2020.

Stalin's new role will lead TikTok's music partnerships team across Europe (excluding UK), Middle East and North Africa.