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Ole Obermann joins the organization from TikTok, where he served as the Global Head of Music Business Development from 2019 to 2025. During his tenure there, he negotiated landmark licensing deals, including the return of Universal Music Group’s catalog after the high-profile dispute in 2024. Obermann’s expertise with viral music marketing and AI-related licensing negotiations could prove critical for Apple as music streaming competes with video streaming head-to-head.
Meanwhile, Rachel Newman is a 16-year Apple veteran who has risen through the ranks. She started as a manager for iTunes in Australia & New Zealand’s music division before becoming the head of global content strategy. Her understanding of Apple’s ecosystem and editorial curation processes position her to maintain the services’ premium branding while adapting to emerging market demands. Newman’s expertise in balancing regional content strategies with global initiatives could see Apple Music refine localization efforts as it aims to take on Spotify.
The restructure also coincides with Apple’s effort to navigate the complex geopolitical landscape currently changing day-to-day. The company recently resolved a sales blockade in Indonesia by localizing AirPods Max production in Indonesia as required by law. Indonesia blocked sales of iPhone devices after Apple failed to comply with the country’s Domestic Component Level policy, requiring 40% of electronic components to be domestically produced.
Part of that resolution was to include a $10 million facility for accessory manufacturing and a $100 million proposal to assemble AirPods Max components in the country. The AirPods Max component production is only a partial solution to an issue Apple faces when balancing global supply chains with governmental policies. Apple says its Asia and Europe teams will be on the same reporting level as US governmetn affairs, which is run by Tim Powderly.
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Apple Music Shuffle—Ole Obermann & Rachel Newman In – Digital Music News
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