Theda Sandiford has be appointed as senior vice president of international commerce and digital marketing for Universal Music Group’s Republic Records, Island Records and Def Jam Recordings.
Previously vice president of commercial partnerships, streaming at UMG, Sandiford new role will see her lead global consumer marketing and commercial strategies for the labels.
“This is a very exciting time in the music industry,” she said. “With streaming there are fewer barriers to reach territories and cultures around the world, enabling us to introduce artists to new audiences like never before. Republic, Island and Def Jam take a global view of this immense opportunity and I’m thrilled to help their artists engage with fans in new ways that lead to even greater levels of success.”
Remaining based in New York, Sandiford will report to Republic, Island and Def Jam’s executive vice president of international marketing Michael Alexander, who stressed the global approach the new role heralds.
“The Republic, Island and Def Jam International team prides itself on always adapting to the everchanging landscape of the business and how we break artists globally,” he explained. “Theda is a pioneer in the digital marketplace and constantly innovating and identifying new ways to break artists. I’m thrilled to welcome her to the team.”