Since Toyin Mustapha has been at TikTok, the platform has stepped up its involvement in the business side of the industry, helping break artists via its SoundOn platform and linking up with DSPs through its Music Week Award-winning Add To Music App. And while he continues his mission to “help artists”, TikTok has been at the centre of several agenda-dominating historic music stories. Here, he lays down the law about what TikTok can offer the industry…

WORDS: KAREN BLISS
PHOTOS: ...