FEATURE PRESENTATION - SoundOn / TikTok: From Listener to Participant: The Power of UGC
UGC changes the relationship between an artist and their audience. People don’t just consume the music; they participate in it, interpret it and help shape where it goes.
Gabo Llano, Head of A&R Music Services, SoundOn / TikTok (Americas)
With over 18 years of experience in the music industry, Gabriel began his career as a concert booker in Bogotá and Bucaramanga. After graduating from Universidad de Los Andes, he joined the independent label DLL in Miami and Bogotá, where he became the first manager of Cali & El Dandee, working with talents like Latin Dreams, Cabas, and Maria McCausland, while also organizing major events.
In 2015, he founded MBP Entertainment SAS, a company fully dedicated to the musical development of national and international brands. By November 2017, he took on the role of Artist & Label Relations Manager at Deezer South America, helping artists, labels, and distributors enhance their visibility and marketing strategies.
In October 2019, he was appointed Senior A&R Manager at Sony ATV for Colombia, Ecuador, and Venezuela. Then, in 2020, ByteDance brought him on board as Market & Development Partner for LATAM, overseeing the music strategy for companies like TikTok.
Today, Gabo leads SoundOn’s A&R music services for Americas, shaping the future of digital music in the region.
Jon Foster, Music Business Development & Partnerships, SoundOn / TikTok
Jon Foster is an A&R at SoundOn, TikTok’s artist services and distribution platform. Working across A&R and business development, he builds partnerships with independent artists, managers and labels. His experience spans music licensing, distribution, publishing, rights management and artist development. Before transitioning to the business side of the industry, Jon spent more than a decade as a touring drummer, giving him firsthand insight into the opportunities and challenges artists face throughout their careers.
Shilpa Sadagopan, Sr. Creator Marketing Manager, SoundOn / TikTok
Shilpa Sadagopan currently works on the SoundOn promotion team at TikTok, specializing in creator marketing and data driven trend analytics. Previously, she worked on digital marketing teams at Soundcloud and Virgin Music, and has successfully grown her own following on TikTok - helping to curate an understanding of the creator experience. Throughout all of these endeavors, the indie artist experience remains at the focal point and is the primary driving force for her work.
Holly Espinosa, Music Partnerships, SoundOn / TikTok
Holly Espinosa is a New Jersey native and Los Angeles-based music industry professional currently working on the Music Partnerships team at SoundOn, TikTok’s global music distribution and artist services platform. With a career spanning artist partnerships, label relations, live music, and festival programming, Holly has previously worked with Atlantic Records in New York City and the iii Points Festival and Club Space teams in Miami.
Throughout her career, Holly has collaborated with and supported a diverse roster of acclaimed artists, including Tiësto, Galantis, Twenty One Pilots, Yung Gravy, and WizTheMC. In her current role at SoundOn, she leads artist partnerships for emerging and established talent, including SoundOn artist Temper City, supporting their trajectory climbing the Billboard Hot 100 for their hit single “Self Aware”.
