Erich Andersen as General Counsel, TikTok Hires Microsoft IP chief

Erich Andersen as General Counsel, TikTok Hires Microsoft IP chief

Popular mobile video app TikTok told President Alex Zhu Friday that it appointed Microsoft’s attorney Erich Andersen to be global general advisor.

Andersen was the Chief Counsel of Intellectual Property for Microsoft most recently and brought expertise in the field of TikTok when it develops its offerings in music.

Last month, after more than 20 years at the tech giant, he announced his departure for LinkedIn.

TikTok, owned by ByteDance, a Chinese tech company, allows users to create and share short, snippet-set videos from their music library.

With an increasing user growth last year, the firm is moving to recruit US advisors, piloting in-app shopping and experimenting with products and influencers to suit a “builder marketplace.”

Yet Reuters was told last month by social marketing firms that some advertisers were still mindful of potential issues related to the rights resulting from the use of the device.

TikTok announced Thursday it entered into a partnership agreement to broaden the music library with the British digital rights company Merlin and secure licenses with over 20,000 independent record labels and distributors.

TikTok has been downloaded over 1.5 billion times, including 680 million installs in 2019, according to data provided by Sensor Tower.

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