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TikTok Ups William Gruger to New ‘Global Music Programs’ Team

Gruger's promotion follows up two other recent promotions of his colleagues in the past week, indicating a shakeup in leadership at the ByteDance-owned company.

TikTok has promoted William Gruger to its new Global Music Programs team. The news comes on the heels of Paul Hourican‘s promotion to global head of music operations on Sept. 29, and colleague Isabel Quinteros‘ elevation to global lead of music partnerships a day later.

In the new role, Gruger will work with a new team of TikTok employees to build “strategies designed to elevate and amplify key music trends and campaigns across all regional territories, as well as across the wider family of ByteDance products,” he wrote on LinkedIn.

Prior to joining TikTok as music editorial lead in October 2019, where he led North American music editorial and programming, Gruger worked for Tidal as director of programming, and the Twitter-owned video platform Vine as a music content strategist. He began his career at Billboard in 2012 as a charts manager for social media and streaming, eventually working his way up to an associate director of charts.

“It’s been an honor and a privilege,” says Gruger.

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