TikTok Looks to Drive Fan Engagement

TikTok’s new Global Head of Music Business Development Tracy Gardner revealed in her first interview since taking the role that the platform is revolutionizing music discovery and fan engagement through its algorithm, creator tools, and billion-plus user base—driving over 1 billion track saves and up to 300% stream increases for viral artists.

Tracy Gardner

Speaking to Billboard on Friday, Gardner—promoted in March after Ole Obermann left for Apple Music—emphasized TikTok’s shift from dance trends to a full-spectrum discovery engine, powering breakthroughs across genres without requiring choreography. She highlighted features like “Add to Music App” (integrated with Spotify, Apple Music, Amazon) and real-time fan interactions via duets, stitches, and live events.

On AI-generated music, Gardner pledged ethical innovation: upcoming tools for transparent AI labeling and revenue sharing with labels to prevent disputes, while empowering artists to use AI creatively—positioning TikTok as a “neutral playground” for human-led experimentation.

Gardner, a former Warner Music Group executive who joined TikTok in 2019, credited her legal and partnership expertise for securing renewed global licensing deals, including post-2024 UMG tensions. She teased 2026 cross-platform expansions and artist tools amid TikTok’s 20% share of U.S. music discovery.

The full interview outlines strategies for organic virality and industry collaboration under Gardner’s leadership.