Toyin started his career at TikTok in 2018 in what was then the Music Content & Partnerships team, forging early partnerships with the industry, including major labels and indies. In this role, Toyin helped establish TikTok as the leading platform for music discovery, as well as a home to a truly diverse
Key campaigns during this time included Ed Sheeran ft. Chance the Rapper – “Cross Me”, TikTok’s first-ever official preview campaign; the launch of #ElectronicMusic, the official home for electronic music on TikTok; and the rollout of TT Freestyle, a campaign celebrating the UK rap community on the platform.
After nearly three years in the role, Toyin transitioned to become the Music Promotions Lead at SoundOn, TikTok’s all-in-one artist promotion and music distribution platform. There, he oversaw the platform’s development from the ground up, aiming to better support emerging and independent artists. In this role, Toyin worked with artists such as Venbee, Grace Gachot, Wes Nelson, 2022 Breakthrough Artist of the Year Stepz, and more recently LeoStayTrill, whose hit “Pink Lemonade” was named one of TikTok UK & Ireland’s Top 10 Songs of the Summer, amassing over 20 million streams on DSPs.
Previously an artist himself as part of the duo Toyboy & Robin, Toyin brings a unique perspective to the role. His understanding of the industry from the artist’s side has greatly enhanced his ability to build meaningful relationships with the industry and demonstrate how TikTok can support artist career growth.
Now back in partnerships and heading up the UK & Ireland team—along with Sub-Saharan Africa (SSA)—Toyin’s key responsibility is to lead his team in helping the UK music industry leverage the promotional power of TikTok through impactful artist campaigns, for both emerging and established acts.
