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I’m Laura Ostler Kinniburgh, a music executive with a passion for connecting music, brands, and audiences. Over the past decade, I’ve led music supervision, licensing, and business development across major platforms and productions, building rooms where creativity and strategy thrive. I love translating artist-driven ideas into scalable campaigns and licensing solutions that move the needle for brands and creators. In my current role at TikTok I shape music strategy for global brand marketing and Sounds programs, while at Genius and earlier roles I built licensing operations, negotiated partnerships, and mentored teams to deliver compelling music experiences.…I’m Laura Ostler Kinniburgh, a music executive with a passion for connecting music, brands, and audiences. Over the past decade, I’ve led music supervision, licensing, and business development across major platforms and productions, building rooms where creativity and strategy thrive. I love translating artist-driven ideas into scalable campaigns and licensing solutions that move the needle for brands and creators. In my current role at TikTok I shape music strategy for global brand marketing and Sounds programs, while at Genius and earlier roles I built licensing operations, negotiated partnerships, and mentored teams to deliver compelling music experiences.

Laura Ostler Kinniburgh

Music Supervisor, Music Producer, Executive Producer, +2

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I’m Laura Ostler Kinniburgh, a music executive with a passion for connecting music, brands, and audiences. Over the past decade, I’ve led music supervision, licensing, and business development across major platforms and productions, building rooms where creativity and strategy thrive. I love translating artist-driven ideas into scalable campaigns and licensing solutions that move the needle for brands and creators. In my current role at TikTok I shape music strategy for global brand marketing and Sounds programs, while at Genius and earlier roles I built licensing operations, negotiated partnerships, and mentored teams to deliver compelling music experiences.…I’m Laura Ostler Kinniburgh, a music executive with a passion for connecting music, brands, and audiences. Over the past decade, I’ve led music supervision, licensing, and business development across major platforms and productions, building rooms where creativity and strategy thrive. I love translating artist-driven ideas into scalable campaigns and licensing solutions that move the needle for brands and creators. In my current role at TikTok I shape music strategy for global brand marketing and Sounds programs, while at Genius and earlier roles I built licensing operations, negotiated partnerships, and mentored teams to deliver compelling music experiences.

Available to hire

I’m Laura Ostler Kinniburgh, a music executive with a passion for connecting music, brands, and audiences. Over the past decade, I’ve led music supervision, licensing, and business development across major platforms and productions, building rooms where creativity and strategy thrive. I love translating artist-driven ideas into scalable campaigns and licensing solutions that move the needle for brands and creators.

In my current role at TikTok I shape music strategy for global brand marketing and Sounds programs, while at Genius and earlier roles I built licensing operations, negotiated partnerships, and mentored teams to deliver compelling music experiences.

Skills

Branding

Pitch Writing

Experience Level

Branding

Expert

Pitch Writing

Intermediate

Language

English

Fluent

Work Experience

Head of Owned & Operated Lead, Commercial Music & Creative Licensing at TikTok

January 1, 2025 - January 1, 2025

Led the Owned & Operated vertical, overseeing music strategy for TikTok’s global brand marketing, artist services, social, and content orgs. Managed the team providing targeted support for User Growth and EMA Marketing teams. Advised on product development to advance TikTok’s SoundOn music distribution platform into a synch licensing resource for the industry at large. Improved internal data and processes, streamlining artist opt-in and confirming copyright information. Oversaw the onboarding of initial 6,000 tracks to Discord and implementation of pitching protocols. Launched Sounds for Business, achieving top 1% ranking in engagement metrics within two months. Led project management for the platform’s upcoming premium music offering. Developed strategies for curating initial 10,000 songs from multi-rights holders and maintained a comprehensive project tracker. Managed relationships with label and publisher partners to ensure timely delivery of cleared music. Music supervision a

Head of Music Licensing at Genius

September 1, 2021 - September 1, 2021

Initiated Genius’s music licensing strategy and operations for editorial and branded digital video content, live concert, television, and live events. Brand integrations included Apple Music, HBO, Reebok, Acura, TikTok, and Google. Managed end-to-end music clearances and licensing, including research, negotiation, payment, budgeting, and reporting to executives, as well as contract administration. Developed pitches with marketing, sales, and branded content teams for campaigns. Built and organized Genius’s internal music library.

Senior Music Licensing Specialist at The Tonight Show Starring Jimmy Fallon

January 1, 2019 - January 1, 2019

Managed all music clearance and licensing for the production, including music-forward sketches like Lip Sync Battle, History of Rap, and the Emmy-nominated CoveR Room web series. Worked closely with producers and writers on the show’s music needs, advising on budget considerations and creative direction. Secured clearances, negotiated terms and fees, drafted work-for-hire composer agreements, and processed payments and cue sheets. Tracked and reported on the production’s music budget to the line producers and executive team.

Manager – Music Resources at EMI Music Publishing

January 1, 2013 - January 1, 2013

Managed licensing resources for music clearances related to television and other media; responsibilities included negotiation and coordination of licensing deals, and supporting editorial and branded projects.

Coordinator – Music Resources at EMI Music Publishing

March 1, 2010 - March 1, 2010

Coordinated music resources, supporting licensing workflows from January 2008 to March 2010.