From supercharging hits and fanbases around the world, to its high-profile dispute with Universal Music Group and more, TikTok has rarely been out of the news in 2024. And there have been big changes for its UK music team, too. Here, we get to know music partnerships manager Sheema Siddiqi…

WORDS: BEN HOMEWOOD      PHOTOS: ANDY TYLER

You work on TikTok’s #AltMusic campaign, which has a focus on diversity. How do you see TikTok’s role in helping push things ...