About

Hi, I’m William.

I work at TikTok on the Global Music Programs team, focused on building out the strategies designed to elevate and amplify key music trends and campaigns across all regional territories and across the wider family of Bytedance products. I'm currently based out of Los Angeles, California by way of Brooklyn, New York.

Previously I was the Director of Programming at TIDAL, where I led playlist curation and music programming.

Before that I was at Twitter, where I led music content strategy at Vine. There, I helped launch and create strategies for music product features (Vine’s music library & and audio remix functionality) for label and publisher partners to grow artist’s presence and maximize audio distribution across the platform. I also established and grew Vine’s presence at major music festivals (Ultra, Coachella) and awards shows (Latin Grammys, BRITs) by producing on-site activations, leveraging Vine’s talent and creators, and directing and producing original content series.

Before Twitter, I worked for Billboard, where I managed Billboard’s online and digital charts as the Associate Director of Charts, Social/Streaming. On a weekly basis, I analyzed data from Vevo, YouTube, Spotify (via Nielsen BDS) and social analytics (via Next Big Sound) to inform and produce weekly editorial and video content for Billboard Magazine and Billboard.com. I also produced a web series called Real Time Rewind (on YouTube) that’s based on the Billboard + Twitter Realtime Charts, a web product that I oversaw and managed.

My foundations are in the startup and agency world, with previous work experience with Next Big Sound and Carrot Creative. My works can be found in Billboard Magazine and all over the Internet, and I’ve been featured in the Los Angeles Times, New York Post, and Reuters. I’ve also spoken and moderated panels at SXSW and MusicBiz.