BMG has set Celine Joshua to the newly created role of executive vice president of global marketing, placing the industry veteran in charge of the company's marketing strategy and operations across its 20 offices worldwide. The Los Angeles-based leader reports directly to BMG's CEO Thomas Cosfeldwhich late last year unveiled a “local where necessary, global where possible” strategy that shifted much of its recorded music to global roles.
“These recent changes further enhance our ability to provide world-class service to our artists and songwriters on a global scale, and we are thrilled to have Celine at the helm of our marketing team,” Coesfeld said in announcing Joshua's hiring. “Her keen digital acumen and artistic instincts will be invaluable in identifying innovative commercial opportunities for our artists, songwriters and music catalog.”
Joshua began her career as a music tech futurist — her first industry job was in IT at Warner Music before moving into e-commerce roles at the company's catalog division, Rhino Entertainment. From there, he was a top digital executive at Disney Music, where he worked at Hollywood Records and Walt Disney Records, and then at Sony Music, where he was senior vice president of digital for nearly five years.
In 2018, Joshua joined Universal Music Group as GM of commercial content and artist strategy, and quickly built her own Web3-focused company—branded 22:22, because that's when she thought of it one night. The joint venture, billed as the first Web3-based imprint of a major label, was tasked with signing and developing not only recording artists, but also social media influencers and digital creators with a focus on “driving new forms of storytelling” . At 10:22 p.m. arguably made his biggest splash by creating KINGSHIP, a first-of-its-kind virtual act comprised of Bored Ape Yacht Club NFT characters.
During a five-year tenure at UMG, where she rose to Evp of Commercial Innovation and Artist Strategy, Joshua also worked on projects with a variety of major artists including Taylor Swift, The Weeknd, Sam Smith, Snoop Dogg, Elton John and others. .
Joshua is a repeat honoree Bulletin boardThe annual list of the top 40 Power 100 women in 2019.
“I am honored to join BMG at such a critical time in the music industry and work across BMG's roster of artists to create exciting ways for them to connect with fans around the world,” said Josua. “I am grateful to Thomas for this opportunity and look forward to working with the BMG team.”
from our partners at https://www.billboard.com/pro/celine-joshua-bmg-evp-global-marketing/
