TikTok Boom: Nichal Sethi on SoundOn, longevity after virality and UK breakthroughs
From supercharging hits and fanbases around the world, to its high-profile dispute with Universal Music Group and more, TikTok has rarely been out of the news in 2024. And there have been big changes for its UK music team, too. Here, we get to know Nichal Sethi, head of SoundOn, EMEA…
WORDS: BEN HOMEWOOD PHOTOS: ANDY TYLER
How has SoundOn delivered on its pledge to empower undiscovered artists?
“We’ve been lucky enough to launch the careers of some ...
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