On the same day TikTok’s first foray into livestream shopping dropped, its U.S. chief executive officer Kevin Mayer said he’s resigning. One may have nothing to do with the other, but the timing looks unfortunate.He explained his reversal in a message to employees, which was reviewed by WWD.
The app, a favorite target of the Trump administration, has become embroiled in the White House’s tensions with China. U.S. officials have cast the popular short video platform as a national security threat, due to its ownership by Beijing-based ByteDance. Mayer’s note suggests that he’s been caught flat-footed by the escalating drama. As for the “resolution” the business expects to reach soon, as he mentioned, that could indicate TikTok is on the brink of an agreement. Both Microsoft and Oracle have expressed interest in acquiring the app.
In a conversation with WWD, a TikTok spokeswoman explained that the deal “is a bullet point under our strategy to further our place in culture, which is why we chose such a Millennial-focused platform like Ntwrk to work with. And then [we worked] with them to identify the right artists that really embodies the spirit and motivations for TikTok as a tipping point.”
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