Patrick Mushatsi-Kareba has been named CEO, Sony Music Entertainment, Germany, Switzerland and Austria (GSA).
Based in Munich, Mushatsi-Kareba will oversee all of Sony Music's operations in the GSA region and report directly to Lieberberg. The appointment was announced by Daniel Lieberberg, president, continental Europe and Africa, Sony Music Entertainment.
Mushatsi-Kareba said: “I would like to thank Daniel for his continued confidence in me, and I am thrilled for the opportunity to lead the talented team at Sony Music GSA. I look forward to working with all the accomplished executives at Sony Music and the many wonderful artists across Germany, Switzerland and Austria to further expand our success in the region.”
Lieberberg commented: “I have worked with Patrick for a number of years and I am delighted to have him taking on this key role. He is a charismatic and innovative leader with a strong background in both A&R and digital business. His unique combination of skills, which draws on all sides of the value chain, will help us further build on the great artist development coming out of the GSA region and maximize the many commercial opportunities for Sony Music’s artists.”
Mushatsi-Kareba arrives at Sony from Universal Music Germany, where he served as general manager of marketing & digital since 2016. Previously, he spent eight years at Apple in a range of leadership roles within the company’s European music operations.
During his time at Apple, he was responsible for overseeing markets in Germany and Austria, and later also added responsibilities for Italy, Switzerland and PAN-EU.
Mushatsi-Kareba also held a series of leadership roles at Napster, where, starting in 2005, he helped launch the service in various European markets, and had responsibilities in Germany, Switzerland and Italy. Earlier in his career, he helped shape Deutsche Telekom’s digital music strategy from 2002-2005, and served as a music manager and journalist.