Photo Credit: Olivier Bergeron
Around 15 employees in US and Latin American roles in TikTok’s music department have been let go. More are expected to be let go in the coming weeks.
On Wednesday, October 22, approximately 15 TikTok employees in the U.S. and Latin America were told their positions at the company’s music unit were terminated. Sources say more team members at TikTok in other parts of the world, namely the UK, are expected to be laid off in the coming weeks.
This development marks the first round of significant layoffs at TikTok’s music unit since 2023, when seven U.S.-based employees on the artist services team were cut. Those cuts came just a month after the company announced its TikTok Music streaming platform in several markets—but that service wound down the following year as the company pivoted its focus to its “Add to Music” functionality.
The news comes as uncertainty mounts surrounding the future of TikTok in the U.S. The so-called deal the Trump administration has promised with parent company ByteDance and the Chinese government has taken a backseat in the face of Trump’s ongoing trade war with China. But it’s worth noting that China never acknowledged the Trump administration’s deal was even on the table.
Sources say that TikTok plans to focus on current artist and festival partnerships for now, while a number of roles in music-related partnerships and programming have been eliminated.
Employees remaining on the music team after the recent layoffs, according to sources, include Global Head of Music Business Development Tracy Gardner; Artist Partnerships Lead Rachel Dunham; Label Partnerships Director Kat Kernaghan; Global Head of Music Publishing Licensing and Partnership Jordan Lowy; Manager, Music Publishing and Partnerships Emily Mitchell; and Music Partnerships Americas, Australia, New Zealand Graham Pierce.
Notably, Gardner took over the Global Head of Music Business Development role six months ago, following the exit of Ole Obermann, who is now the co-head of Apple Music. Gardner’s team is thus far unaffected by the layoffs.
As ‘TikTok USA’ Remains in Limbo, Layoffs Reported at TikTok Music in the US and Latin america-with More Expected to Hit the UK
The State of TikTok USA: Why ‘TikTok USA’ Remains in Limbo
The future of “TikTok USA” continues to hang in the balance amidst regulatory challenges and geopolitical tensions. Despite TikTok’s global popularity, its parent company, ByteDance, faces increasing scrutiny from US lawmakers over data privacy and national security concerns. Proposals to force a complete divestment of TikTok’s US operations, or alternatively the launch of a separate “TikTok USA” entity, have yet to fully materialize, leaving the platform’s American future uncertain.
This period of limbo directly affects company strategy, user confidence, and investment plans. The ongoing delays and political roadblocks not only impact TikTok’s ability to grow in the US market but also ripple outward to related divisions like TikTok Music.
Layoffs at TikTok Music: A Sign of Structural Change
Recent reports confirm notable layoffs at TikTok Music’s divisions in the United States and Latin America. The layoffs come as part of a strategic restructuring effort amidst financial pressures and shifting priorities within the company. With TikTok Music still finding its footing in a competitive digital music streaming sector, these workforce reductions reflect an intensified focus on streamlining operations and optimizing resources.
Key details of the Layoffs
- Locations Affected: United States and Latin America
- Roles Impacted: Mix of technical, marketing, and administrative positions
- Reason: Strategic realignment and cost-cutting following uncertain US market regulatory environment
- Future plans: Additional layoffs anticipated in the UK market
Why TikTok Music?
TikTok Music, designed to leverage TikTok’s viral content for music revelation and streaming, competes against dominant players like Spotify and Apple Music. Despite early promise, TikTok Music faces challenges including:
- High operational costs associated with music licensing and royalties.
- Difficulty establishing a differentiated user base beyond TikTok’s core short-video audience.
- The ripple impact of TikTok’s uncertainty in the US, limiting investment capacity.
Anticipated Impact on the UK Market
The recent US and latin American TikTok Music layoffs foreshadow similar cost reductions in the UK. The UK market is critical for TikTok’s international growth strategy, especially for monetization and partnerships with local music labels.
Industry insiders suggest that more stringent regulatory reviews and budget reallocations will lead to imminent layoffs or restructuring initiatives within TikTok UK’s music arm, potentially putting many UK employees’ roles at risk.
Potential Effects on Users and Industry Partners in the UK
- Service disruptions: Possible reduction in feature rollouts or slower updates to TikTok Music’s app experience.
- Industry partnerships: Music labels and artists may see slower collaboration or promotional opportunities.
- Market competition: Increased openings for rivals to capitalize on TikTok Music’s reduced market momentum.
Comparing Layoffs Across Regions
| Region | Nature of Layoffs | Number of Employees Affected | Strategic Reason |
|---|---|---|---|
| United States | Mid-level and entry roles in marketing and tech | Estimated 150-200 | Regulatory pressure & market uncertainty |
| Latin America | Mixed roles, focus on admin and operations | 50-100 | Cost optimization amid growth delays |
| United Kingdom | Anticipated layoffs mostly in marketing and partnerships | Unconfirmed, but expected 75-125 | Budget tightening and restructuring |
strategic Implications & Industry Reactions
The layoffs highlight broader strategic challenges: TikTok is adapting its buisness model amid political uncertainties, shifting revenue targets, and harsh competition in music streaming. Market observers note the importance of TikTok Music finding a sustainable competitive edge if it wants to remain viable.
Meanwhile, employees affected by layoffs are seeking clarity on next steps, with some turning to industry networking and exploring alternative social media or music tech opportunities.
Industry Experts Weigh In
- “TikTok USA’s regulatory limbo has a ripple effect far beyond Washington-it causes real operational challenges globally,” says social media analyst Dana Myers.
- “TikTok Music needs to pivot quickly to innovation or risk losing ground to entrenched players in a fiercely competitive space,” predicts music tech consultant Jorge Velasquez.
practical Tips for Employees & Industry Professionals
For those impacted and professionals watching the market, consider these strategies:
- Upskill: Focus on high-demand areas like digital marketing analytics, AI in music recommendation, or content monetization.
- Network: Engage with other industry players on platforms such as LinkedIn or industry-specific forums.
- Stay Informed: Track regulatory developments closely to anticipate market shifts.
- Be Agile: Explore contract or freelance roles with emerging startups, where digital music and social content intersect.
Firsthand Experience: Navigating the Shift at TikTok Music
Anonymous sources within tiktok Music describe the atmosphere during the layoffs as cautious but hopeful. Teams are encouraged to focus on innovation even as difficult decisions are made.Some employees noted a strong internal support system with career transition services being provided.
One creative marketer shared: “We’re focusing on what we can control – building meaningful campaigns and preparing for whatever changes come next.”
