TikTok is promoting Isabel Quinteros to global lead of music partnerships, the company announced on Friday (Sept. 30).
In her new role, the executive will work across different regional campaigns to heighten “key campaigns” and also aim to “maximize artist opportunities across all Bytedance products,” according to TikTok’s announcement. She will report to Paul Hourican, global head of music ops.
Quinteros got her start in PR and music marketing, working at firms like Rubenstein and PMK-BNC before starting her own company, PRWorks. She joined TikTok in 2019, leading the artist partnerships team. “I spend a lot of time working with the artist community providing them with the tools to find success on the platform,” she told Forbes in 2021.
As prominent artists became increasingly interested in harnessing TikTok’s power, Quinteros introduced acts like Jason Derulo and Iggy Azalea to the basics of the app. In addition, Quinteros helped launch Headstream, TikTok’s first live-scripted series, and live programs like Sound Off in the Comments, which allowed acts “to connect with fans in an intimate setting” during the early months of the pandemic. She was also part of developing TikTok for Black Creatives, which the executive described as “a first of its kind incubator program aimed at investing in and supporting emerging Black creators and musical artists on the platform.”
During Quinteros’ time at TikTok, the short-form video app has become incredibly popular — it exceeded one billion monthly users last year — and re-wired music industry marketing. In March, TikTok also launched SoundOn, a new music distribution platform.