Ole Obermann, TikTok’s Global Head of Music Business Development, discusses the rise of electronic music on the platform and the impact of the Electronic Music hub in promoting diversity.
Recently, TikTok has emerged as a central hub for electronic music, making it hard to scroll through feeds without encountering the vibrant beats and catchy rhythms of popular dance tracks. Following the successful launch of the Electronic Music Hub in the UK, TikTok celebrated the genre’s impressive expansion by announcing its global rollout at the Amsterdam Dance Event (ADE) this year.
Ole Obermann, TikTok’s Global Head of Music Business Development, plays a crucial role in shaping the platform’s music landscape. As a passionate music enthusiast, Obermann sees this hub as a vital pathway to enhance electronic music’s global presence and support the genre’s development.
This year, TikTok amassed over 3.5 billion views for Tomorrowland, 40 million posts celebrating the music of Adam Port from Keinemusik, and over 100 million views for rising stars like ANOTR. These statistics illustrate how trending music moments can significantly impact the careers of electronic artists.
Obermann stated, “The TikTok community can elevate an electronic music track from niche to mainstream, allowing artists to reach millions who might not have discovered their work otherwise. When fans create content around a track, it amplifies the music’s reach and authenticity, creating a communal experience. We’ve seen that this exposure often leads to increased streaming and live attendance, reinforcing TikTok as a powerful tool for artists to expand their fanbase and global reach.”
“Electronic music transcends cultural boundaries, making it universally accessible and enabling global connections through shared sounds and beats.”
Ole Obermann
Breaking Cultural Barriers
In recent years, more electronic music artists from underrepresented backgrounds have gained visibility, showcasing diverse cultural expressions within the genre. The Electronic Music Hub offers emerging DJs and producers a structured platform for discovery, enhancing their visibility to reach broader audiences.
“The hub features curated content, interviews, and educational resources around electronic music production to assist emerging talent,” Ole explained. “This initiative provides opportunities for new artists to gain followers, collaborate with other creators, and connect with fresh fans. We are committed to expanding these resources to help artists leverage TikTok as a real career-building platform.”
“Electronic music’s incredible versatility resonates with the TikTok community. It’s a genre that invites creative expression across various contexts, whether through remixing, live set recordings, or trends.”
Ole Obermann
Empowering Artists Long Term
While TikTok’s algorithm excels at identifying the next big sensation, it raises an essential question regarding an artist’s long-term sustainability. How can TikTok foster deeper connections between artists and their audiences beyond fleeting viral moments?
Obermann highlighted that TikTok offers artists meaningful ways to establish lasting connections with their fans, extending beyond momentary viral hits. He remarked, “Artists can interact in real-time with their audience, sharing behind-the-scenes content, insights into their creative processes, and enhancing engagement through Q&A sessions.”
“The Electronic Music Hub promotes sustained interaction by showcasing diverse content around an artist, keeping their presence active on the platform,” Ole continued. “By enabling artists to reveal more of themselves, we aim to cultivate a sense of loyalty and connection that transcends a single moment.”
With the global launch of the Electronic Music Hub, fans can look forward to more partnerships and collaborations featuring exciting content. “We are always thrilled to partner with top electronic festivals and artists worldwide,” Ole added. “Recently, we showcased Martin Garrix as our Electronic Music artist for Europe. We are also collaborating with emerging DJs and electronic music producers in our featured playlists to spotlight artists at different career stages.”
“Ultimately, we aim to create an inclusive environment that nurtures new talent, broadens exposure for the genre, and helps artists build meaningful, long-lasting careers on and beyond TikTok.”
Ole Obermann
Inclusivity, New Talent, and Sub-Genres
Looking ahead for the Electronic Music Hub, Obermann envisions it as a platform that is both inclusive and inspiring.
He shared, “Our objective with the hub is to enhance electronic music’s global reach and support the genre’s growth. I’m particularly excited about bringing niche sub-genres into the mainstream. We hope the hub will inspire more creators to explore electronic music and share their creations with the world.”
Obermann also expressed anticipation for the emerging talents he hopes to see thrive on the platform. He mentioned, “Artists like Jazzy from Ireland, whose track ‘Giving Me‘ topped the Irish charts, have been a joy to watch. Similarly, Hannah Laing’s “Queen of DOOF“ and Adam Port’s unique blend of Afrobeats and melodic house are just a few examples of emerging talents that resonate with the TikTok community. Each artist brings a distinct sound and approach, and we’re eager to support their journeys on a global scale.”
Explore TikTok’s Electronic Music Hub to discover new music, remixes, and live performances.
