All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.

The holiday season involves more than just singing carols and decorating your tree with Christmas ornaments. You’re also tasked with finding the ultimate gifts for everyone on your list, from music lovers to aspiring singers.

It’s no surprise that white elephant and secret Santa gifts usually get left until the last possible minute — like hunting for one-day free shipping last minute. Whether you’re hosting a gift exchange with your pals or are participating in your work team’s holiday gift exchange, you don’t have to settle for a quick present that looks like it was bought the day of. There are an endless amount of gifting options no matter who you’re shopping for that’ll leave your co-worker or loved one feeling special.

The key to finding that excitement-inducing present is to think of things that most people enjoy (if you’re looking for a special white elephant gift) or, for secret Santa presents, tailor it to that person’s specific likes and hobbies. Still in need of some inspiration? Keep reading to learn where to find some music-inspired options for under $50.

What Are the Best White Elephant & Secret Santa Gifts?

ShopBillboard is ready to make your holiday shopping a breeze and have rounded up a list of the best secret Santa and white elephant gifts below for you to add to your cart.

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Lego Tropical Ukulele

A Lego building kit in the shape of a ukulele


Who doesn’t love building Lego sets? The practice is therapeutic and fun, allowing users to tap into their childlike side. This set retails for $29.99 and is shaped like a tropical ukulele. Once built, the set makes a great decor piece.

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Dolly Parton x Lodge Cast Iron Seasoned Skillet

A cast iron skillet with Dolly Parton embossed on it.


Now, aspiring cooks and Dolly fans alike can take to the kitchen with this Parton-approved cast iron pan.
The 10.25-inch skillet comes pre-seasoned with vegetable oil and is an officially-licensed release from the singer. Made in Tennessee, the pan is great for home ovens and stoves, or for cooking over the campfire

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Monopoly ‘Wicked’ Edition

A Wicked-themed Monopoly game.


What would make Monopoly more fun? Wicked, of course. Retailing for $25.23, this Wicked-themed Monopoly board integrates classic Monopoly gameplay with art, storylines and characters from the Wicked film, including locations like Shiz University and Emerald City. Everything, down to the buyable properties to the little objects you can move around the board, is Wicked-afied.

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Saja Boys Officially Licensed T-Shirt

$19.99 $22.97 13% off

Buy Now On Amazon

A cotton tee in black with neon pink lettering.


Calling all KPop Demon Hunters fans. This official Saja Boys tee retails for $19.99 and makes a great gift, given the love for the animated fan is basically universal. The tee comes in sizes for men, women, youth and girls. You’ve got eight colorways to choose from, including Lemon Yellow and White, that all stand in contrast to the boy group’s neon pink logo.

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Upcycled Record Coasters – Set of 6

Record-shaped coasters.


While we can’t peddle you records here at ShopBillboard, we can certainly sell you record-shaped coasters. These coasters from Uncommon Goods come in a set of six and retail for $24, which is $4 per coaster. This homeware measures 4 inches in diameter and is made from reclaimed records, a sustainable and unique touch. We’re sure these coasters would be a hit with any music lover. I mean, they’re basically made of music.

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Crosley Cassette Tape Bluetooth Speaker

A cassette tape-shaped speaker.


Small but mighty, this speaker packs a major punch for just $19. The speaker has Bluetooth connectivity and comes in black, blue and pink, our favorite. The tech is shaped like a little cassette tape. The speaker is rechargeable via a USB-C and charges up to full battery in two hours with six hours of battery life. It’s a vintage take on the tech, and one that would make a fun little entry for your next gift exchange.

pink book cover with photo of dolly parton and rachel parton george

“Good Lookin’ Cookin’: A Year of Meals – A Lifetime of Family, Friends, and Food “(Walmart Exclusive)

Dolly Parton cook book.


Dolly Parton and her sister serve up some of their favorite recipes in their first-ever cookbook. Within the Walmart-exclusive edition is not only some Southern comfort food, but a limited-edition pink cover and letter to readers from the authors.

ice spice-shaped chia pet

Chia Pet: Ice Spice with Seed Pack and Drip Tray

$24.99 $34.99 29% off

Buy Now On Amazon

Ice Spice Chia Pet


Ice Spice fans and plant lovers will have a hard time hiding their excitement over this exclusive Chia Pet. It’s shaped just like the rapper including an oversized necklace and light pink sweatshirt design. You’ll receive everything you may need to grow the plant including a drip tray and seed pack.

black and white book cover with photo of tupac

“Tupac Shakur: The Authorized Biography” by Staci Robinson

$16.49 $35 53% off

Buy Now On Amazon

A Tupac Shakur biography.


Tupac goes back into the spotlight in this official authorized biography about the late rapper. Within its pages, readers will go back to his roots learning how he grew up and the historic moments that led to his rise in fame using private notebooks, letters and “uncensored” conversations as references.

hitster game box

Jumbo Hitster – The Music Party Card Game

$14.88 $19.82 25% off

Buy Now On Amazon

A music game.


The host in your life will appreciate whipping out this music-themed game during their next dinner party. Hitster can play with up to 10 players for ages 18+ and can be played in a variety of ways whether they’re looking for something competitive or cooperative.

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Loop Experience 2 Ear Plugs

Earplugs in rose gold.


Avid concert-goers can protect their ears in style with a pair of chic Loop Experience earplugs. There are four ear attachment sizes to choose from and the inside comes with sound filtering technology that’ll protect eardrums without sacrificing sound quality. When they’re done using them, they can place them in the included carrying case that features a built-in loop they can attach to their backpacks or belt loops.

The 14 Best Music-Themed White Elephant & Secret Santa Gifts Under $50

Sonix Monchhichi Friends AirPods Max Covers

TPU covers with Monchhichi on them.


These covers are lightweight and scratch-resistant, protecting your precious tech from hefty drops. Precise cutouts on the covers ensure all ports and buttons are accessible. They are also compatible with all Apple AirPods Max models. Simply slip the covers over the earcups, and boom — your headphones are safe and stylish.

pillar candle with photo of lana del rey

Lana Del Rey Pillar Candle

A Lana Del Rey candle.


Give the Lana Del Rey fans in your life a glow up with this pillar candle decorated with a photo of the singer. It’s unscented and comes in a tall display-worthy vessel that’ll add a nice and cozy touch to their bedroom.

playing cards with illustrated photos of musicians

Music Playing Cards

Themed musician playing cards.


Whether they’re playing solitaire or poker, now your friend can do so with some of the most iconic artists in history using this playing cards deck. Each card comes illustrated with a musician including Dolly Parton, Prince and David Bowie.

For more product recommendations, check out ShopBillboard‘s roundups of the best Christmas gifts under $25, best last-minute gifts and best gifts for musicians.

Ice Spice is gearing up for a trip to Bikini Bottom. Before making her voice-acting debut in the upcoming The SpongeBob Movie: Search For SquarePants movie, the MC dropped an original song for the soundtrack titled “Big Buy” on Thursday (Nov. 13).

The Bronx native reunites with her frequent collaborator RIOTUSA on the production side, and while her flow is typical of what we expect from Ice, she definitely toned down her sometimes-explicit bars to make her verses more family- and kid-friendly.

“I bend over, I do my lil’ stretch/ Ain’t a jellyfish, but I’m the catch/ Feel like that fish, so I’m pumpin’ my chest/ I blow bubbles so big like Mrs. Puff,” she raps in reference to SpongeBob character underwater boating school instructor Mrs. Penelope Puff.

Ice Spice revealed she was a fan of Nickelodeon’s SpongeBob SquarePants series growing up, so starring in the movie and contributing to the soundtrack marks a special moment for the 25-year-old. “Being part of the SpongeBob soundtrack is such a full-circle moment for me,” she said in a statement. “It’s crazy to see my music in a movie that’s been part of so many people’s childhoods, including mine.”

Ice Spice will star alongside Regina Hall, Sherry Cola, Arturo Castro and George Lopez in The SpongeBob Movie sequel, which hits theaters on Dec. 19.

The “Deli” rapper is starting to fill up her IMDB page, as she made her acting debut in Spike Lee’s Highest 2 Lowest film in August. On the music side, Ice Spice is coming off the release of her “Baddie Baddie” single in September.

Listen to “Big Guy” below.


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The Television Academy announced on Friday (Nov. 14) that Cris Abrego has been re-elected to a second two-year term as chair, beginning Jan. 1, 2026. Abrego’s first term marked a period of institutional progress and strategic gains for the organization. Under his leadership, the Academy achieved record membership and retention. It now represents more than 27,000 television professionals across 31 peer groups.

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“I’m honored to continue in this role,” Abrego said in a statement. “The past two years have underscored the vital role that the Academy serves in supporting our members, strengthening the television community and advancing the initiatives that support the long-term health of our industry. I look forward to working alongside our newly elected officers and governors as we build on this momentum and continue guiding the Academy and the Emmy Awards through a dynamic period of transformation for our industry.”

A veteran studio executive and producer, Abrego is co-founder and chief executive officer of Hyphenate Media Group, a premium content studio and holdings company.

Abrego was re-elected by the academy’s board of governors. Other incoming officers, also elected by the board of governors, who will serve a two-year term beginning Jan. 1, 2026, are Jacob Fenton, vice chair; Jo DiSante, 2nd vice chair; Megan Chao, secretary; and Tony Carey, treasurer.

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Veteran composer Sean Callery, who won three Primetime Emmys for the Fox series 24 and a fourth for the Netflix program Marvel’s Jessica Jones, has been elected to a two-year term as a governor of the Television Academy, representing the music branch. His term ends Dec. 31, 2027.

He joins fellow composer Siddhartha Khosla, who won a Primetime Emmy in 2024 for Hulu’s Only Murders in the Building. Khosla is currently in the middle of his two-year term, which ends Dec. 31, 2026.

Here’s a full list of the newly-elected governors and those governors who are currently midterm.

Laufey, Gwen Stefani and more stars are ready to rock around the Rockefeller Christmas tree, with NBC announcing the lineup for its annual tree-lighting celebration — hosted this year by Reba McEntire — on Friday (Nov. 14).

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As Billboard can exclusively share, the network is set to air its 2025 Christmas in Rockefeller Center special at 8 p.m. ET on Dec. 3, with viewers getting the choice of tuning live on NBC or watching a simulcast on Peacock. With the country icon and Voice judge making her debut as host of the yearly program, Marc Anthony, Halle Bailey, Michael Bublé, Kristin Chenoweth, New Edition, Brad Paisley and Carly Pearce will also perform.

Plus, the Radio City Rockettes — who are celebrating their 100th anniversary this year — will once again be present to dazzle viewers with a festive showcase and, most likely, a kick line or two. “The lighting of the tree at Rockefeller Center is one of the great traditions that New York has to offer, and we couldn’t be more proud to once again share that excitement with audiences all over the country,” said Jen Neal, executive vp of live events and specials at NBCUniversal Entertainment, in a statement.

She added, “We’re so looking forward to seeing Reba bring her infectious energy to the telecast and create an unforgettable holiday moment.”

The 2025 iteration of the holiday extravaganza will build on more than 90 years of tradition. The first Rockefeller tree lighting took place in 1933, giving New Yorkers a meaningful bit of Christmas cheer amid the Great Depression; in 1936, the famous ice-skating rink at Rockefeller Center opened, giving the ceremony its now-iconic backdrop.

This year, the tree — a Norway Spruce imported from East Greenbush, N.Y. — will measure at 75 feet tall and 45 feet wide, weighing approximately 11 tons. Topped with a three-dimensional Swarovski star, it’ll take more than 50,000 colorful LED lights to illuminate.

In 2024, the special was hosted by Kelly Clarkson and featured performances from the Backstreet Boys, Dan + Shay, Jennifer Hudson, Coco Jones, Little Big Town, RAYE and more.


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New Music Latin is a compilation of the best new Latin songs and albums recommended by Billboard and Billboard Español editors. Check out this week’s picks below.

Laura Pausini & Yami Safdie, “Eso y Más” (Warner Music Italy)

Italian superstar Laura Pausini reimagines Joan Sebastian’s ballad “Eso y Más,” and recruits rising Argentine artist Yami Safdie for her version. Pausini and Safdie inject pathos in their delivery to match Sebastian’s emotionally-charged rendition of this classic, which was featured on his album Más Allá del Sol and peaked at No. 6 on Hot Latin Songs in 2007. Pausini and Safdie’s vocals soar as they sing this Mexican music anthem that captures unconditional love and a deep sense of devotion for a significant other. Pausini expressed admiration for Sebastian at this year’s Billboard Latin Music Week, and said this version of “Eso y Más” will be part of her upcoming album, Yo Canto 2. — GRISELDA FLORES

DannyLux, Leyenda Deluxe (VPS Music / Warner Music Latina)

While DannyLux stays true to his signature sadboy-loverboy sierreño style, Leyenda Deluxe dares to venture into exciting new terrain. The four new tracks build on the fantastical energy of Leyenda (released in May) that blends poetic lyricism with inventive arrangements. “Yo Mismo Soy Culpable” pairs steely acoustic guitars with a flicker of an electric one. “preguntalealaluna” brims with melancholic allure, unfolding as a vulnerable conversation with the moon, while the breezy “¿Qué Sucedió?” reflects the artist’s realization that love isn’t always enough to make someone stay. But it’s the magnetic focus track “Quizás” that steals the spotlight, channeling ’90s alt-pop elements as the SoCal artist trades heartbreak for flirtation. By stitching these new sonic textures into the richly emotional sierreño soundscape, the star further solidifies his place as a boundary-pushing storyteller. — ISABELA RAYGOZA

La Arrolladora Banda El Limón de René Camacho & Juanes, “Una Noche Contigo” (Fono)

This is a collaboration that we never imagined could happen, and that makes it even more powerful. The soft sounds of the trumpets from the opening bars anticipate a love song in the style of one of the greatest bands in the Sinaloa genre. The voice of Julio Haro from La Arrolladora Banda El Limón de René Camacho blends perfectly with that of Juanes, who, without abandoning his style, adds the intensity that characterizes a regional Mexican performance. While an unorthodox collaboration, the purpose is clear: to convey a romantic story, albeit from a different perspective. Music has no borders, and this is an example of that. You can have the best of both worlds without forcing anything. — TERE AGUILERA

HUMBE, “Morfina” (PARASIEMPRE.wav Records)

If you discovered HUMBE thanks to “Fantasmas,” a beautiful mariachi song that went viral on social media, you will truly appreciate the Mexican star’s new track, titled “Morfina.” While the former embraces a more roots style that gives it that ranchera sensibility, this new one thrives on a more subtle nu-pop sound but equally effective in lyricism inspired by spirituality, healing and eternity. “Morfina,” that ends with a gorgeous classical arrangement, previews HUMBE’S upcoming new project, due in weeks. — G.F.

Check out more Latin recommendations this week below:


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Warner Music Group announced on Friday that it has promoted Leho Nigul to chief technology officer, effective Dec. 1, as part of a series of executive changes this week.

Nigul, previously senior vice president of engineering, will oversee WMG’s technology strategy, team, and product roadmap, reporting directly to CEO Robert Kyncl. He succeeds Ariel Bardin, who will step aside as president of technology after three years but remain through 2025 to ensure a smooth transition.

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Nigul joined WMG in 2023 and has led engineering teams across key initiatives, including global licensing, royalty management, fan engagement, and AI projects. His background includes senior roles at Instacart and more than 17 years at IBM, where he specialized in eCommerce and SaaS development.

“Leho’s deep knowledge and wide-ranging experience as a leader, engineer, and innovator make him ideally suited to take our team into the future and leverage AI for the benefit of our artists, songwriters and employees,” said WMG CEO Robert Kyncyl.

Bardin’s tenure saw significant upgrades to WMG’s tech infrastructure, including new tools for artists and songwriters, streamlined global supply chains, and enhanced data systems. Kyncl praised Bardin for helping to “transform our company systems”and for “setting the foundation to rapidly scale WMG going forward.”

Nigul added that WMG’s approach to innovation creates “powerful, new opportunities for our artists, songwriters and teams.”

The leadership shift on the tech side comes amid a busy week for WMG, which also announced several high-profile appointments: Gregg Nadel was named president of A&R at Warner Records Group; Cris Lacy became chair and president of the rebranded Warner Records Nashville, continuing her role as one of the highest-ranking women in Nashville’s label ecosystem; and Atlantic Music Group tapped A&R veteran Jeremy Vuernick as executive vice president.


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All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.

Alice in Chains frontman Layne Staley’s posthumous biography, This Angry Pen: The Lost Journals of Layne Staley, is finally here.

The 176-page volume was officially released on Nov. 11 via publisher Weldon Owen and contains Staley’s never-before-seen journals, handwritten lyrics, deeply personal poetry, and artwork, giving fans an up-close and personal look at Staley’s life off stage. You can shop the hardcover version of the posthumous work on Amazon for $37.20 or a Kindle version for $16.99. The book is also available at Barnes & Noble for $37. “I hope this book gives you a glimpse of the son I knew, the one beyond the headlines, the one with a beautiful, creative, happy soul,” Nancy McCallum, Layne’s mother, writes in the foreword to the book.

In one excerpt, we see a poem written by Staley, painting a picture of his complicated relationship with fame. It reads, “Wear the crown of fame, and I still feel like I’m pretending. Wonder when I’ll stop myself from rules I’m still bending.” The scribblings are deeply personal, offering a more intimate perspective, coloring Staley’s life with more depth, giving fans a better understanding of his day to day. Alongside the poems and journals, candid photos capture both the highs and lows of his journey.

Where To Shop Alice In Chains' Layne Staley's 'This Angry Pen of Mine'

This Angry Pen of Mine: Recovering the Journals of Layne Staley

$37.20 $40.00 7% off

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A Layne Staley biography.


The book also includes contributions from fellow musicians, including drummer Barrett Martin (Screaming Trees, Mad Season), Dave Mustaine (Megadeth), Corey Taylor (Slipknot), Robert Trujillo (Metallica) and Sully Erna (Godsmack), among others. If you or a loved one is interested in getting a fuller picture of Staley — who at just 34-years-old — this book is for you. It would make a great gift to snag ahead of the holiday season for that special someone in your life.

Staley began his musical journey in the ‘80s, performing in glam bands in the Seattle area such as Sleze, which changed its name in 1986 to Alice N’ Chains. In 1987, Staley – along with guitarist Jerry Cantrell, bassist Mike Starr and drummer Sean Kinney – formed a new band and renamed it Alice in Chains. The group would soon become one of the most influential grunge rock outfits of the ‘90s, with their 1995 self-titled album peaking atop the Billboard 200.

Staley became largely reclusive in the latter half of the ‘90s, battling depression and drug addiction during those years. On April 17, 2002, Staley’s body was found in his Seattle apartment, with an autopsy ruling his death as an accidental overdose of cocaine and heroin from two weeks prior.


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All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes.

Ready to dive into the drama that is BravoCon 2025?

The Bravo-led convention is back and juicier than ever, spearheaded by none other than Andy Cohen. The convention will be taking place at the Bravo Clubhouse in Las Vegas. Fans will be able to experience a special edition of Watch What Happens Live with Andy Cohen, aptly titled BravoCon Live with Andy Cohen. Some of Bravo’s favorite series regulars will be attending the con including Angie Katsanevas from The Real Housewives of Salt Lake City, Ariana Madix of Vanderpump Rules fame, Ashley Darby from The Real Housewives of Potomac and Denise Richards from the film Wild Things and the show Real Housewives of Beverly Hills, among others.

BravoCon LIVE will feature special episodes airing from Nov. 14 through the 16th slated to include all the hot gossip, jaw-dropping reveals, and maybe even some beef squashing that fans of Bravo have been craving. The shows will tape across four nights from PH Live at Planet Hollywood Las Vegas Resort & Casino.

BravoCon began back in 2019 in New York and served as a way for fans of Bravo franchises to meet and greet with their favorites. At the time, it was the only convention really celebrating and platforming all things reality TV. If you didn’t snag tickets to the convention, we’re going to show you how you can tune into the fun from the comfort of your couch.

How to Watch BravoCon with DIRECTV.

BravoCon LIVE with Andy Cohen will be available to watch via Bravo which can be accessed on DIRECTV on channel 237.

A subscription to DIRECTV  gets you access to live TV, local networks such as NBC, ABC and PBS, and you can also watch many cable networks, including FS1, Lifetime, FX, AMC, A&E, Bravo, BET, MTV, Paramount Network, Cartoon Network, VH1, Fuse, CNN, Food Network, CNBC and many others (Some local channels not available in select markets.). With DIRECTV, you’ll have access to a slew of Bravo titles, giving you the drama fix you’ll need to keep going. This includes Below Deck, Vanderpump Rules, Summer House and all The Real Housewives franchises you can think of.

DIRECTV offers a handful of streaming plans for all budgets as well as a trial so you can watch for free for five days. The most affordable option of the bunch is the ENTERTAINMENT package featuring over 90 channels for $49.99/mo. for the first month and $79.99 for months two and three, then $89.99 for months 4-241. This plan includes local channels (where available), ESPN Unlimited, unlimited streams for unlimited screens2 and a special offer on premium networks. Check out directv.com/affiliates/stream for details on the other packages, channel line ups and special offers.

  1. Ltd Time. Includes 5-day free trial, followed by one month at $49.99, then $79.99/mo. for mos. 2-3 w/ENTERTAINMENT pkg.; $89.99/mo. for mos. 4-24). Includes $40 off for 1st mo.; $10 off for mos. 2-3. New residential customers only. Valid card required; may be charged a temporary credit hold during trial. Includes trial and 3-mo promo, then service renews monthly unless canceled. Cancel anytime. Prices may vary through third parties. Select Sales channels. Restr’s apply. Offer details at directv.com/affiliates/stream. ↩︎
  2. Limit 3 concurrent out-of-home DIRECTV streams. Unlimited in-home DIRECTV streams must be on the same home network and requires compatible device(s) required. Some networks may limit total number of simultaneous streams. Restrictions apply. See directv.com/unlimitedstreams for details. ↩︎

It’s time, earlier than ever before, for Mariah Carey’s “All I Want for Christmas Is You” to return to the Billboard Hot 100.

As previously reported, the carol jingles back onto the Hot 100 dated Nov. 15 at No. 31.

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Notably, “All I Want for Christmas Is You” appears on the Hot 100 for the first time via activity, in part, during Halloween, as the latest list reflects the tracking week beginning Oct. 31.

Still, the metrics for “All I Want for Christmas Is You” have remained fairly steady at the beginning of November in recent years. As counted toward the latest Hot 100, it drew 9.9 million official streams and 942,000 airplay audience impressions and sold 1,000 in the United States Oct. 31-Nov. 6, according to Luminate.

The song’s totals the year before in the corresponding chart week: 10.4 million streams, 1.7 million in airplay audience and 1,000 sold (Nov. 1-7, 2024). The year before that, it scored 10.8 million streams, 1.8 million in airplay audience and 1,000 sold (Nov. 3-9, 2023).

As with Michael Jackson’s “Thriller” hitting a new streaming-era high in the Hot 100’s top 10 concurrent with the reentry of “All I Want for Christmas Is You,” factors beyond the latter’s metrics appear to play into its sleigh ride back to the chart while pumpkins are still on doorsteps before Christmas ornaments have likely been brought down from the attic. In analyzing the chart vault for “Thriller,” Billboard’s Andrew Unterberger cited such factors as generally lower streaming counts year-over-year for current hits and the recent Hot 100 rule change to remove long-charting hits more rapidly, helping to make more room for holiday songs.

“All I Want for Christmas Is You,” originally released in 1994, hit the Hot 100’s top 10 for the first time in December 2017. In December 2019, it ascended to No. 1 at last. Having led in each holiday season since, Carey’s soloist-record 19th leader has ruled for 18 weeks to date, the third-longest command in the chart’s history. It’s also at the North Pole on Billboard’s Greatest of All Time Holiday 100 Songs recap.


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Over her  20-plus-year career, Tracy Gardner has seen her fair share of technological disruptions in the music business. “I started right when illegal downloads took over,” she says of her entry into the industry as an intern at what was then Warner Bros. Records (now Warner Records). 

As TikTok’s global head of music business development — a position she has held since February — Gardner is now running point for the biggest disruptor of the industry over the last five years. The Brooklyn Law graduate, whom ByteDance recruited in 2019 after six years in the legal affairs and business development departments at Warner Music Group, took over from Ole Obermann — whom she also worked with at WMG — when he departed for Apple Music. 

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In her new role as the platform’s chief liaison with the music industry, Gardner oversees deals with labels, publishers and the TikTok commercial music library and works closely with the platform’s strategy, finance, artist services, product and ad sales teams. 

Her promotion comes at a fitful moment for TikTok, as ByteDance and the Trump administration are reportedly finalizing a deal that would result in a consortium of U.S. investors acquiring a majority stake in the app. Gardner was not able to comment on that process or how it might affect her division. But in this interview — her first since assuming her current role — she asserts that nearly two years after Universal Music Group temporarily pulled its artists’ music from TikTok over a breakdown in licensing negotiations, and the social media platform shifted label licensing away from Merlin, which licenses digital companies on behalf of over 30,000 indie labels and distributors, “We’re in a great place with the music industry. It’s a dynamic partnership that, as TikTok evolves quickly, has an impact on how we’re looking at deals, how we work with partners and what they want to get from a partnership with us.”

At Warner, you were on the other side of the negotiating table with ByteDance. How did that experience affect how you conduct your job now? 

Mainly, it was great to come from the perspective of being at a label and a rights holder. [TikTok] was still relatively new when I got there, and we had to build the infrastructure and collaborate with other teams at ByteDance. A lot of our music team came over from either other DSPs [digital service providers] or labels, so there was a very good base to help the product teams, who don’t have music experience, understand what these rights holders expect from tech partners and what their artists are looking for.

What did you learn from watching Ole Obermann? 

Ole and I worked together at Warner. Often people in business development [at music companies] come from one of two paths: f inancial or legal backgrounds. I was fortunate that Ole came from a more numbers- based, financial background, whereas mine was legal. He forced me out of my comfort zone. I wanted to look at the term sheet, and he told me, “You have to focus on the numbers. The numbers don’t lie.” Then we both moved to TikTok, and he [built] a great infrastructure of how the team operates, how we present budgets and how we work with senior management. 

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How have you tailored your current role to your perspective and experience? 

Ole was overseeing both recorded music and publishing, while I was more in day-to-day operations on the recorded-music side working with artists. So when I took on this new job, I said, “Why don’t we apply the best practices we have for artists to songwriters?” One thing that we’re particularly proud of is the songwriter feature we launched earlier this year [enabling songwriters to tag songs they’ve written in the music tab of their account]. The songwriters are really enjoying being able to step out from behind the curtain and get the acknowledgment that they deserve. We plan to roll that out more broadly. 

TikTok increasingly has prioritized e-commerce with the TikTok Shop. How is your team working with artists there? 

We are working with the e-commerce teams at the labels as well as our own. One thing we’re seeing is old vinyl sells. Even though people don’t have record players, they view these albums as collectibles. We also see great success when an artist does a livestream. We did one with Lizzo that was quite successful and one with the Jonas Brothers. 

TikTok has hosted a number of intimate pop-up events recently for artists’ top fans. Ones with Miley Cyrus and Ed Sheeran come to mind immediately. This is an interesting move to me because you are a social media platform. You want to engage fans online. Why did you want to take people off their phones and get them outside with artists?

Music discovery starts on TikTok — discovery, promotion and fandom grows here, and we view it as a flywheel. After discovering a song, we then help to promote it with some of the campaigns that we do, then we tie that to the “Add to Music App” function so that you can listen on your streaming service. We’re see that what we do moves the needle on streaming, which then leads to charts, which then leads to increased fandom. 

We thought that there would be a great opportunity to bring this to real life, to invite the fans that have the greatest engagement with an artist on TikTok to come see the artist in person, even if it does mean going off the platform for a bit. What I thought was beautiful about the Miley event at Chateau Marmont, was that the people there were so impassioned that they started posting so much about it. Even though I wasn’t there, they made me feel like I’d actually experienced it. Right now, we’re finding a way to create joyful intimate moments and creating them in a way that encourages fans to film and to bring them back onto TikTok. 

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After a song goes viral on TikTok, it often ends up doing really well on streaming services. For a while, TikTok was building its own streaming service, TikTok Music. Why was it shut down last year? 

It was just a decision of priorities. We were trying to grow it for quite some time, and the decision was made: “You know what? Out of all the things we’re doing, this is not succeeding at the level we want. Let’s focus on other areas.” It was an awesome service and it really tied in all the great parts of TikTok, but it was just a decision by management.

TikTok recently let go about 15 people from the U.S. and Latin American music teams, and layoffs are forthcoming in the United Kingdom. Some are interpreting this as a sign that the company is backing away from its partnerships with the music business. 

As so many other big companies have recently done — Amazon announced a big round of layoffs, for instance — organizational changes are due to changes in structural needs. Companies can grow very quickly and then must reassess what’s best for them. There is definitely no change in the priority around artist services and artist relations. For us, it’s business as usual.

How are you reassuring the music industry that you remain committed to the partnerships and plans you already made? 

We’re telling them it’s business as usual, and our valued industry partners remain the highest priority. We just want to focus more on the core priorities for artists and songwriters to help drive the value on the platform. 

How is TikTok ensuring artists have safeguards against artificial intelligence-generated deepfakes? 

We ask that users tag anything that’s AI-created. Aside from that, I don’t think the industry has a quick solution right now to identify those and take them down. If someone notifies us, our trust and safety team will take them down if needed. But it is a very interesting time right now. 

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AI-generated songs have appeared on the TikTok and Billboard charts. Are you pursuing any policies that would bar AI music on your platform and charts? 

It’s uncharted territory. Even with U.S. Copyright Office guidance that works must have sufficient human contribution to be protected, what does that mean? There’s such a wide span from a song being totally created by AI to one that’s created by a human with just one or two AI contributions. How do we decide when it’s such a gray zone? So I don’t think we’ve made a decision on that yet, and I don’t think a lot of the DSPs have either. 

If AI-generated music starts performing well on TikTok, could it diminish the leverage rights holders have in negotiations with you? 

I don’t think it would have any impact. We’re all aware that AI music is out there, and some exceptions have risen on the charts, but it would not at all impact the value that we see in our partners and how our deals with them are structured.

What are some best practices for artists seeking to gain an audience on TikTok? 

The beauty of it is that any song has a chance to go viral. It just depends on how the billions of people on the platform react to the song. Oftentimes, I’m asked, “Do you have to be really leaned in?” It depends. A great example is Connie Francis. Her song “Pretty Little Baby” blew up this year. She wasn’t on the platform at the time. Eventually she did get on, which was great, but this music resonated [on its own].


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