Katie White, previously MD of Vice Media brand i-D, has been appointed general manager at Atlantic Records UK.
As revealed in the latest issue of Music Week, White starts at the label this week and will bring a commercial mindset from media and advertising as Atlantic continues to embrace the streaming revolution. White will help lead the company’s Q4 charge with albums from Jess Glynne, Twenty One Pilots and Rita Ora, as well as building on the success of The Greatest Showman and Ed Sheeran.
Ben Cook, president, Atlantic Records UK, said: “Katie’s appointment is a strategic move. As the world gets ever more fragmented, and media, brands and content all vie for people’s attention, it’s imperative our artists are even more impactful - not only in creating and sharing fantastic music, but also in delivering original and captivating narratives.”
“At Atlantic, we have an impressive and diverse roster - from emerging talent to global megastars - and we’re passionate and hungry to find new artists and break even more great music. Katie’s strong, strategic mind, her creative insights and her experience in keeping some of the biggest brands at the forefront of people’s attention will bring another powerful dimension to us achieving this. I’m excited to welcome Katie into the Atlantic family and for her to become a fundamental asset to the team.”
At i-D , White was tasked with evolving the magazine brand into a digital operaton. Prior to this, she was executive strategy director at Vice, where she worked on the commercial side, marrying brands and editorial.
I couldn’t be joining a better band of properly talented people and brilliant artists
White has also held senior positions in leading digital agencies in London. She was head of brands at The Audience, where she was responsible for the partnership and commercial aspects of various artists’ social channels including Lily Allen and Robbie Williams. White also served as head of social at ISOBAR following its acquisition of digital creative shop, Glue. Her client experience includes brands such as Kellogg’s, Aviva, Absolut Vodka, Chevrolet and Adidas and and she was lead planner for Toyota while at Glue.
White said: “For someone who is absolutely passionate about music as well as exciting, compelling story-telling, I couldn’t be joining a better band of properly talented people and brilliant artists, all doing what they believe in. Ben’s drive and vision for Atlantic, to maintain its position at the zenith of influence on popular culture, runs right across the label and my new role feels like a marriage of everything I’ve been doing over the last 10 years. Great music has the power to evoke huge emotion and, now more than ever, artists have an opportunity to play a bigger role in their fans’ lives. I can’t wait to get started.”
As the new GM of Atlantic, Katie will work alongside the teams in promotions, led by Damian Christian, and in A&R, co-led by Briony Turner and Alec Boateng (at Atlantic) and Ed Howard (at Asylum). All of the execs report to Cook.