You need to keep a cool head in this business on a Friday: it’s a day when the big guys can slip away from news that may be much more important than it first appears.
And so it is with Warner Music Group, which this afternoon published a fairly pedestrian press release with the title: Warner Music Group Appoints Andre Torres Senior Vice President, Catalog Development and Marketing for Recorded Music Global Catalog Division.
A guy is hired by a department, yaddah yaddah, and until the weekend, right?
But there is more to this story.
Andre Torres was debauched by Warner from his previous position at Spotify – where he was responsible for Catalog, Partnerships between artists and labels, North America.
Los Angeles-based Torres has been leading Spotify’s catalog business in the US and Canada for a year, after joining Daniel Ek’s Green Machine last summer.
And as any observant MBW reader will tell you, last year is exactly the period in which catalog music dramatically increased its dominance of listening to streaming services.
This is especially true in the United States, where a recent report by MRC Data showed that catalog music’s share of album-equivalent music consumption in the United States rose to 66.4% over the past year. first semester 2021.
This figure was up from 63.9% for the same period of 2020, and more than 5% – down from 60.8% – compared to the same period of 2018.
(The usual caveat applies here: According to MRC data, the “catalog” reflects anything that was released more than 18 months before a consumer made a purchase and / or pressed play. .)
As first vice-president of Catalog Development and Marketing at Warner Music, Torres will report to Kevin Gore, President of Warner Music, Global Catalog, Recorded music.
Prior to joining Spotify in 2020, Torres spent over three years as Vice President of Urban Catalog at Universal Music Enterprises (UMe), where he oversaw the strategy and implementation of A&R, sales, branding and marketing campaigns for urban music.
Additionally, Torres spent 15 years as founder, editor and publisher of Wax poetics, developing the quarterly music magazine into a multi-level brand. He was also the editor of the lyrics website, Genie.
“The Warner Music Global Catalog team is at the top of the industry and they continue to find even more innovative and exciting ways to market their artists and music, tell their stories and build their global fan base. “
André Torres, Spotify
Discussing his new stint at Warner, Torres said, “During my time at Spotify, Genie, and of course, Wax poetics, I had the chance to work with the Warner labels and get a glimpse of the incredible work they do for their artists.
“The Warner Music Global Catalog team is the best in the business and they continue to find even more innovative and exciting ways to market their artists and music, tell their stories and build their global fan base. I cannot stress enough how excited I am to join the Warner Music family.
Kevin Gore commented, “We are delighted that someone with Andre’s vast experience in streaming, labeling and entrepreneurship is joining our global catalog team.
“It is a role where it is essential to be an expert in the construction of narratives rooted both in a deep knowledge of the history of music and of the current cultural landscape. Andre is that and more. He has seen all facets of the business, and that experience will be vital as we continue to create unique, world-class campaigns and projects that help our artists reach even more music fans across the globe.
“It is a role where it is essential to be an expert in the construction of narratives rooted both in a deep knowledge of the history of music and of the current cultural landscape. Andre is that and more.
Kevin Gore, Warner Music
In his new role, Torres will lead one of Warner Recorded Music’s catalog content development and marketing teams. Working closely with labels and frontline artists, he will strategize for new catalog opportunities in the areas of A&R, content development, consumer and marketing, including catalog campaigns. digital and physical.
Hiring Torres completes the WMG Global Catalog leadership team for content, which includes Andrea Craig, Ingrid Erickson, Alicia Yaffe, Nigel Reeve and Mike Engstrom.
Music trade around the world