WILLIAM GRUGER

William Gruger currently works as the DSP + Partner Marketing lead at Duetti, responsible for driving music discovery and streaming growth of the catalog through native, partner-led marketing campaigns. Previously, he completed a six year stint at TikTok, building the North American Music Editorial and Programming team from the ground up overseeing in-app programming, playlisting, and creative live productions for everything related to music and TikTok before moving on to focus on building strategies and cultural campaigns scaled across all territories and across the wider family of Bytedance Products as a lead on the Global Music Programming and Partnerships team. Before TikTok he worked as the Director of Programming at TIDAL, leading playlist curation and promotion strategy. With foundations in the startup world, Gruger’s decade-spanning career in the music industry began at Billboard as the Associate Director of Streaming Charts where he reported on the early ways in which digital platforms impacted artist’s careers. This eventually led to him getting hired by Twitter to lead music content strategy for the true OG in the short form video space, Vine. His expertise as a music and video culture authority has been featured in the New York Times, LA Times, WSJ, New York Post, and Billboard.