This DLD24 session brings together two media industry heavyweights: Ole Obermann, Global Head of Music at TikTok & Bytedance, and David Kenny, executive chair of Nielsen, a global measurement and data analytics company.
The executives discuss how TikTok is shaping culture and how culture is evolving through digital platforms.
“I think that TikTok serves as a mirror for what is going on with culture”, Obermann observes. “So these communities, or even individuals, come up with a new trend, a new song, a new recommendation for a book, a movie, whatever it is. But then it goes into hyperdrive, because there’s such huge reach on TikTok.”
Data and AI play an important role in identifying content, attributing it to creators, and helping discover new music.
“A big cultural trend on TikTok has the potential to go global within a very short period of time”, Obermann notes.
In the future, both speakers agree, AI will help further personalize discovery while communities may still form around shared popular content and trends.
