Issac Bess’s Road to Reinvention
Isaac Bess’s journey is a compelling story of reinvention, driven by courage, curiosity, and the transformative power of education. As an international professional whose career spans New York, Tokyo, and now a leading role at TikTok, Isaac’s path exemplifies how bold decisions, and continuous learning can open new horizons—both creatively and professionally.
The Early Days: Pursuing Passion in Music
Isaac’s ambitions started with a childhood fascination with history and a dream of becoming an academic. Instead, he ventured into the music industry, working at a record label in New York during the early days of digital music when iTunes was launched in 2003. Over the next decade, he helped pioneer groundbreaking partnerships—such as the first Spotify partnership, collaborations with Amazon Music, and developments that laid the groundwork for what we now see with YouTube Music.
In 2011, Isaac shifted gears again, joining YouTube to work on music licensing and later, business development for YouTube Premium. Despite achieving success—steady pay, stock options, and meaningful projects—he felt a growing dissatisfaction. “I was successful, but I wasn’t progressing the way I wanted to,” Isaac reflects. That feeling of being stuck in a plateau in a large corporate environment pushed him to seek a new path.
A Bold Leap: Enrolling in an EMBA
It was a recommendation from a colleague that changed everything. Inspired by a friend who left corporate life to pursue an MBA, Isaac considered it himself. He discovered the UCLA-NUS EMBA program and decided to enrol, leaving behind a stable position at YouTube.
The experience was a revelation. The leadership classes, especially during his time in Singapore, shattered mental barriers and revealed his true potential. “It showed me I was capable of a lot more,” he admits. The program gave him not only strategic insight but also the self-confidence to accelerate his career. Within five years of completing his EMBA, Isaac made an extraordinary leap: from a mid-level manager at Google to leading a major division at TikTok.
Insights from a Leader in the Creator Economy
Recently, Isaac shared his perspective at a panel during the World Governments Summit, alongside influential industry professionals including musician Mike Einziger, producer Rex Kudo, and filmmaker Emily Yang.
A key topic was AI and he spoke about TikTok’s role as a discovery platform that helps creators around the world find audiences and build careers. Isaac also highlighted TikTok’s partnerships with Ticketmaster and Eventbrite, emphasizing how these collaborations are connecting digital discovery with real-world experiences—fostering new opportunities for creators. Isaac described AI as a tool to assist and expand human creativity, urging creators to approach it with curiosity rather than fear.
Lessons in Innovation and growth
Throughout the talk, Isaac and the rest of the panel emphasized the importance of authenticity and continuous learning. Isaac shared a personal story about his mother, who at 81 initially struggled to understand TikTok but ultimately found joy exploring art and connecting with communities on the platform. “Her experience illustrates how technology can open new worlds for people of all ages,” he said.
Isaac’s own journey—from childhood dreams to pioneering in the music industry, feeling unfulfilled, and then rebounding through an MBA—embodies that spirit of growth and reinvention. His personal journey demonstrates that continued learning, a willingness to take risks, and embracing change are essential for reaching new heights—whether in art, leadership, or life itself.
Want to learn more about Isaac’s inspiring journey? Discover how he moved from running a record label and working at YouTube to transforming his career with an EMBA—and ultimately, leading at TikTok. Watch his story here.
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