Splice
Welcome to yet another edition of Executive Turntable, Billboard’s comprehensive(ish) compendium of promotions, hirings, exits and firings — and all things in between — across music. While you’re here, we also have a weekly interview series spotlighting a single executive and a regularly updated gallery honoring many of the industry figures we’ve lost throughout the year.
Victoria (Torie) Mason was elevated to oversee Warner Music Nashville‘s newly rebranded marketing and digital departments, but misplace your reading glasses and you may not spot the change in the WMG veteran’s title. The Nashville-based home of Blake Shelton, Dan + Shay, Ingrid Andress and Randy Travis promoted Mason from senior vp of strategic marketing and analysis to senior vp of marketing and analytics — a subtle tweak but it now means Mason will oversee an expanded marketing division that encompasses artist marketing, digital marketing, analytics, brand partnerships, video strategy and advertising strategy. As part of the changes, the label’s Artist Development team will merge into the wider Marketing department, while the Interactive Marketing team will now be called Digital Marketing. “This new structure will allow us to continue to super-serve our artists and their music with more focus and urgency,” explained WMN co-chair and co-president Ben Kline. Mason joined Warner in late 2011 as director of research and analytics and worked her way up to svp by August 2021.
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Elsewhere at WMN, Mary Catherine Rebrovick was promoted from senior director of publicity to vice president of publicity. Rebrovick joined the label in July 2012 as an assistant for then-vp of publicity Tree Paine, who has gone on to work exclusively with someone named Taylor Swift. “Little did either one of us know that 12 years later, I’d be taking that title myself (and she’d be taking the mega title of legendary publicist to the current Queen of Pop),” said Rebrovick on social media, according to Music Row. “Happy full circle anniversary to me.”
More Warner, you say? Tat Tong joined Warner Chappell Music as vice president of A&R and creative, Asia Pacific. The industry veteran joins WCM from Sony Music, where he was A&R director for RCA Records Greater China. In his new role, Tong will lead all things creative in the region and oversee the signing and development of new talent and music-related projects. Tong is also an accomplished producer and songwriter, with credits on tracks by Luis Fonsi, Troye Sivan and CNCO, among others, and he’s currently working on a musical stage adaptation of Crazy Rich Asians. “The APAC music scene is rapidly growing and evolving, and I’m excited to join the Warner Chappell Music team in this role,” said Tong. “I’m eager to leverage my expertise and knowledge of the regional markets to discover and develop exceptional songwriting talent.”
Meanwhile…
Virgin Music Group wants you to know that Justin Bumper Reeve is their senior vp of global sync, overseeing licensing opportunities for VMG artists and labels across film, television, video games, advertising and more. Technically speaking, Bumper has been grinding at Virgin since August 2023, following a highly successful 16-year stretch as founder and head of sync at his boutique sync licensing firm Hidden Tracks, where he negotiated thousands of placements for a roster including Courtney Barnett, Haim, Major Lazer and others. Since joining Virgin last year, Reeve’s sync wins include BTS’s “Dynamite” in the latest Despicable Me movie and bbno$’s “edamame (feat. Rich Brian)” for a Mountain Dew Super Bowl ad, among others. “Bumper is one of the most successful and respected creative sync executives in the business,” said Jeremy Kramer, executive vp of global marketing at Virgin. “He is already proving to be invaluable for our label and artists clients around the world, having already secured syncs with global blue chip brands and some of the most commercially successful films and television shows.”
Kenny Ochoa
Courtesy of Splice
Kenny Ochoa is Splice‘s new senior vp of content, overseeing the music tech platform’s build-out of its catalog of royalty-free, human-made samples. Based in Los Angeles and reporting to Splice CEO Kakul Srivastava, Ochoa’s remit also includes industry outreach and partnerships with artists. Ochoa joins Splice from Snap, where he served as head of music curation and licensing. Earlier in his career, he held senior roles at Warner Music, Sony Music and Sanctuary. “This is a critical time in our industry, so it was vital that we found someone with the relationships, taste and passion to help us build and prepare for the future of music creation” said Srivastava.
Alison Finley, a veteran music lawyer and label executive, joined tech-driven law firm Pierson Ferdinand, LLP as a partner in the corporate department. Finley is fresh off a seven-year tenure at Universal Music Group, where she rose from senior vp to executive vp from mid-2017 to March of this year, with a 20-month stint as the COO of Motown in the middle. At UMG, she oversaw strategy and negotiations for the company including for label ventures, record deals, label distribution, merchandise, vendors and brand partners. At Motown, she oversaw the iconic R&B and hip-hop label’s day-to-day operations. Finley has also served as general counsel at Ultra Music and on the board of trustees of the TJ Martell Foundation. “I have known and admired Alison Finley essentially my entire career, having been on the opposite side of deals from her for more than two decades,” said Steve Sidman, co-chair of PierFerd’s Global Media, Entertainment & Sports practice group. “I much prefer being on the same team as Alison, so the minute I learned of her free agency, I leaped at the opportunity to ask her to join us.”
300 Entertainment promoted Az Cohen to vp of A&R and research, Janelle Gibbs to vp of publicity, and Tashana Ventura to vp of marketing. In their new roles, Cohen will continue to sign and develop new acts, while Gibbs will help those artists with media messaging and storytelling, and Ventura will work with them on partnerships and release strategy. Cohen joined 300 in 2014 and has been instrumental in shaping the company’s A&R structure. Gibbs was hired in 2022 as a senior director and has worked with Gunna, HUNXHO and Tee Grizzley, among others. Ventura joined in 2018 as director of marketing and was promoted to senior director in 2020, also working closely with HUNXHO. “Az, Janelle, and Tashana embody the spirit of 300 Entertainment,” said 300 co-presidents Rayna Bass and Selim Bouab. “They live and breathe music, devoting themselves to their artists and tirelessly supporting their fellow team members. With their respective skillsets, diehard passion, and bold ideas, they truly represent a new vanguard of music industry executives.”
Mallary Birdsong
Universal Music Group‘s merch and brand management arm, Bravado, appointed industry veteran Mallary Birdsong as senior director of brand management. Birdsong will be based in Bravado’s Nashville office and represent their country roster while reporting to Brian Schechter, senior vp and head of brand management, artist relations. She joins Bravado from Make Wake Artists, where she worked with Luke Combs, Josh Abbott Band, Dillon Carmichael and more. Prior to MWA, she held managerial roles at Dallas Fan Fares and BV3. “Mallary’s multifaceted industry experience is exactly what we look for to help bring our artist’s vision to life,” said Schechter. “I couldn’t be happier to welcome her to the team as we continue to build out our presence in Nashville.”
Berklee has found its next president in Jim Lucchese, the former Echo Nest CEO and founding global head of Creator at Spotify. Lucchese, a longtime drummer based in Boston, was most recently CEO of concert curation and artist services company Sofar Sounds. He begins his role as Berklee’s fifth president on New Year’s Day, 2025. Until then, Berklee’s provost, David Bogen, will continue serving as interim president, and Betsy Newman, senior vp of student enrollment and engagement, will remain as interim executive vp. “It is an immense honor to become a part of the Berklee community, an institution that means so much to me personally and has been a singularly positive force for creativity around the world,” said Lucchese.
NASHVILLE NOTES: Big Loud Records added Lisa Smoot as director, secondary promotion. Smoot joins Big Loud following a nearly two-decade tenure with Jerry Duncan Promotions, where she rose from promotions coordinator to vice president. In her new role at Big Loud, Smoot will oversee secondary promotion across the label’s roster of country singles … Bassist-educator David Abdo joined PLA Media as a publicist … Cox Media Group named Brad Smith CFO on a permanent basis after operating for six months as interim co-CFO.
International production company 1stAveMachine appointed music video director Emil Nava, director/founder of Ammolite Studios, to lead its music division for global commercials and music content. Along with his appointment, Nava has also partnered with 1stAve on Ammolite Machine, a new music and culture venture. According to a press release, Ammolite Machine will bring Nava’s “years of expertise” to the “evolving landscape” of music visuals, boasting “a 360 degree creative offering, which supports music artists and brands to connect with culture, technology and creative storytelling.” Nava has worked with Calvin Harris, Rihanna, Ed Sheeran, Dua Lipa and Post Malone, among many others. –Chris Eggertsen
Activist Artists Management welcomed Karly Brecher as an artist manager. Based in Los Angeles, Brecher works closely with The Pretty Reckless and other artists on the Activist roster. The Syracuse grad has nearly a decade of management experience, most recently from a two-and-a-half year stretch at SB Projects and HYBE America, where she worked with Scooter Braun and a roster headlined by Demi Lovato and Ariana Grande. Earlier in her career, Brecher spent several years at Laffitte Management Group. “Karly brings a decade of experience and a proven track record handling day-to-day responsibilities and branding for an eclectic group of global artists,” said Activist founding partner Bernie Cahill.
Opry Entertainment Group added Samantha Kane as artist relations manager and Ariana Cubillos Voegler as artist relations coordinator. Kane and Voegler will both contribute to the development of artist and industry relations at the Grand Ole Opry and at Opry Entertainment Group. Kane and Voegler will report to Jordan Pettit, director of artist relations & programming strategy, and join Jenn Tressler, artist & label strategy senior manager, on the team. –Jessica Nicholson
The Chamber Group promoted Cassandre Souvenir and Desmond Sam to PR manager at the boutique PR and marketing agency. Souvenir’s career path has included stints at Yelp and BET, plus time as a flight attendant, while Sam’s CV includes sales and styling experience at Patricia Field and time as a community director at VFiles. Both are based in NYC and report to CEO Chris Chambers, who said “Desmond and Cassandre have worked very hard for this promotion, strengthened their relationships and continue to find new ways to deliver for our clients.”
RADIO, RADIO: Southern California Public Radio hired Alejandra Santamaria as its new president and CEO. The executive, who recently served as interim president, general manager and VP, director of sales for Univision Los Angeles, succeeds Herb Scannell in the role (THR) … David Kantor announced he’ll be retiring as Radio One‘s CEO at the end of the year.
ICYMI:
Eddie Rosenblatt
Longtime Geffen Records president Eddie Rosenblatt passed away at age 89 … Miles Beard and David Wolter are the new co-heads of A&R at Republic Records … Sony Music U.K. and Ireland chairman/CEO Jason Iley has been announced as this year’s recipient of the U.K.’s Music Industry Trusts Award (MITS) in recognition of his contribution to the record business … and Livelihood Music Co. added hit-makers Jacob “JKash” Kasher Hindlin and Michael Pollack to its team as principals.
Last Week’s Turntable: Big Loud Promotes a ‘Day-One Believer’
Last July, more than 70 country songwriters and producers filtered into Sony Music Publishing’s Nashville office to hear a presentation from Beatstars, the popular website that allows artists to buy or lease full instrumentals for their own use. Seth Mosley, whose recent co-writes include songs recorded by Tim McGraw and Gabby Barrett, was in attendance that day, and he was compelled by the company’s pitch. He started posting beats on the platform regularly in December, hoping it could provide him with a new income stream — and another source of exposure.
But this way of working is unusual in country music. Beatstars was initially popularized by rappers and singers in R&B and pop, genres where it’s common for vocalists to use a fully-formed track as a jumping-off point. Music-making in Nashville is often more traditional, with ace session musicians recording in revered studios — a world away from the fast-moving online beat economy.
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With time, though, Beatstars’ success stories have become more varied, spreading to realms that were once ruled by bands playing instruments. ThxSoMch and Wisp found post-punk and neo-shoegaze instrumentals, respectively, on the platform, added their own vocals, and scored breakout moments and major-label deals. And country could be the next frontier.
Beatstars is noticing heightened interest in the genre as it surges in the U.S., says Greg Mateo, the platform’s president of music and publishing. In Mosley’s six months on Beatstars, he’s learned that “anything that’s got a Morgan Wallen spin to it is in high demand.”
That demand is growing on other music-making platforms as well. Bandlab, a mobile music creation app that now has more than 100 million users, has also seen excitement for country elevate in the U.S., according to CEO Meng Ru Kuok.
On top of that, statistics from Splice, which provides producers with a massive library of samples, indicate that its 8 million-strong user base is incorporating country flavors with greater frequency this year. User searches for “country” have more than doubled compared to 2023. And their interest in samples of instruments associated with the genre has soared, including banjo (searches are up 75%), mandolin (66%), pedal steel (113%) and fiddle (131%).
Producer BachBeats, who sells country instrumentals online, predicts that this enthusiasm on music creation platforms is only going to increase: The recent release of Post Malone and Morgan Wallen’s collaboration “I Had Some Help,” which landed one of the biggest streaming debuts in history, “is going to bring a bunch of people from the hip-hop world into country.”
Beyoncé‘s recent references to the genre helped too, according to Xzaviar, another producer who sells country instrumentals. He says downloads of his productions “ticked up” after she released Cowboy Carter in March.
But importantly, the phenomenon appears larger than any single act or album: Xzaviar has quadrupled his income from beat sales on YouTube and Beatstars since August, with instrumentals in the style of Wallen or Zach Bryan performing especially well. It’s notable that, even though country music is most beloved in America, only 65% of Xzaviar’s sales come from the U.S.
Beatstars is trying to capitalize on this interest — and fan the flames. In June, they launched a new playlist to highlight their top country producers. “They’re really focused on country and getting a lot of country creators on the platform,” says Kenley Flynn, vp of creative for Sony Music Publishing Nashville. (The publisher and Beatstars first formed a partnership in 2020.)
Still, the rise of country in the online music-making economy may not be immediately felt in Nashville. Even though pre-programmed tracks aren’t uncommon in contemporary country, this model of working — buying a beat on a website — flies in the face of the industry’s longtime system for songwriting and producing. “The biggest hurdle for us is just it’s so not how the Nashville creative community operates,” Flynn acknowledges. “These writers are used to creating from 11a.m. till 3 p.m. in a room with two or three others,” often people they know.
And when it comes to producers, artists often find one they like and rely on that person to “cut everything,” Mosley says. In pop or hip-hop, every song on an album might be overseen by someone different, and each track could contain elements from a beat-maker that neither the artist nor the producer has met in person. That grab-bag approach remains rare in country music.
Norms are shifting in the genre, though — adaptations that are increasingly necessary since a country hit can now come from anywhere. More coastal record companies are signing country artists directly instead of relying on their Nashville office, for example. And country labels are increasingly taking part in the signing conversations around artists who go viral.
In other genres, the hits that explode on social media platforms are often cobbled together with help from places like Beatstars or Bandlab. It’s not a stretch to imagine the next Priscilla Block or Tucker Wetmore buying a “Morgan Wallen type beat” on YouTube before embarking on a savvy social media campaign that sparks a viral trend. As a “new generation of artists and songwriters comes in [to the music industry] they’re going to use the modern tools,” says Corey McAfee, who serves as director of global copyright for Sony Music Publishing Nashville.
The economics of these music creation platforms also position them to help would-be country stars. “If you’re bartending to make money and work on your music part-time, it can be very expensive to get in a room with a full band,” says David Morris, a Nashville-based rapper and singer who works with BachBeats and other country producers on Beatstars. “You need to be able to explore your sound or write to music, and you can lease some of these beats for less than $100.” (A lease comes with only limited rights, so if a song becomes a hit an artist has to make a new deal with the producer; acts also have the option to buy out beats from the start, though that is slightly more expensive.)
Band members might be able to benefit from offering their work online as well. “It’s not just so-called beat-makers on these platforms,” McAfee notes. “Maybe you’re an amazing guitar player, which we know this city is full of, and you’re making guitar loops” that can be used by vocalists around the world.
For Flynn, the math is simple. “Big songs have come from Beatstars, and there are producers on the platform that are earning tons of money by just selling their beats,” he says. For country artists and producers, “there’s a huge opportunity.”
Music tech company Splice has partnered with Billboard to exclusively release key data about what sounds have trended among their usership over the last year. This is the first time the company has made their end-of-year data public.
Since its founding in 2013, Splice has offered music makers a constantly evolving sound library of millions of samples and loops for royalty-free use, ranging widely from kick drum to kopuz (a Turkish string lute) samples. Its sounds are widely used by producers of all sizes — from hobbyists in their bedrooms to the talents making Hot 100 hits with Justin Bieber, Bad Bunny, Taylor Swift and Travis Scott.
Splice has users in virtually every country around the world, but it is particularly popular in its top ten markets: U.S., U.K., Germany, Canada, France, Brazil, South Korea, Australia, Italy and India. 44% of its registered users identify as Gen Z.
To organize its ever-growing library, Splice uses a tagging system, adding genre and subgenre signifiers to help users find the sample they need. Some sounds have multiple genre tags. As the company’s creative director of Splice Sounds, Jay “Capsun” Pulman, explains, “when we have sample packs that are released that are tagged as K-pop, for instance, the vast majority of the time, they’ll be made by an artist, producer, or songwriter who is actively involved in K-pop in some way. They’re involved in that scene. The samples come out of the genre, as opposed to tagging every sound that could be used from Splice and made into K-pop.”
In sharing this data, Pulman, says the company can shine a light on the “very starting point of music making…It shows us the start point of where eventual trends bubble, even before getting to see [the trends] in mainstream hits.”
African Music
Most notably, downloads for sounds tagged as “amapiano,” a South African dance music genre often featuring log drums, are up 826% year-over-year. Its searches are up 309%, and it is trending in 17 cities. In Los Angeles, the highest trending city for the genre, its growth is up 1,003% year-over-year. It is also popular among Atlanta producers, surging 956% in the city this year.
According to Pulman, the discrepancy in downloads versus searches for amapiano suggests that users might not know to look up this nascent genre by name through their search bar. However, they’re still gravitating towards it when it’s featured in other ways on the site. On the Splice home page, the Splice team often creates groupings of sounds for different genres, moods and other categories to entice users to download sounds.
In the last year, African music has become popular on the Billboard charts as stars from the continent like Rema, Burna Boy, and Tems, crossed over into the American mainstream. “Calm Down” by Rema, with an assist from popstar Selena Gomez, peaked at No. 3 this year on the Hot 100 and even made the difficult move to No. 1 on the pop radio airplay chart for five straight weeks. In an acknowledgment of African music’s growth, Billboard launched a dedicated U.S. Afrobeats chart in association with Afro Nation, and Billboard reporters Heran Mamo and Dan Rys frequently cover the latest in the genre with their monthly roundup, Afrobeats Fresh Picks.
Amapiano’s growth on Splice represents the continued proliferation of African music globally. To further fuel growth in trending genres, Pulman says Splice’s Sounds team watches their data carefully and hires musicians native to those genres to amass more authentic samples for the platform to offer its users.
Meanwhile, sounds that are tagged as “afrobeats” or “afropop” have declined by 45%, particularly in African metropolises like Lagos, Nigera. Splice believes this is because “users want authentic sounds from more specific Afro genres rather than generic samples that fall under a larger umbrella.”
Hip-Hop / Rap
Hip-hop remains the most popular genre on Splice, accounting for 19% of total downloads. Still, the genre is down 11% from 2022. This may foreshadow continued difficulties for hip-hop music on the charts. This year was widely considered to be an especially stagnant year for the highly-streamed genre, and that was reflected on the Billboard charts: August 2023 marked a full year since a rap song had been No. 1 on the Hot 100 – the first time this has happened in 23 years.
Splice has found that downloads of trap sounds are down by 14% globally since last year, even in the genre’s birthplace of Atlanta, where those downloads fell by 20%. (Meanwhile, Atlanta saw a 50% growth in techno downloads, a 21% growth in dubstep, and a 20% growth in soul).
Still, 86% of Splice users downloaded a hip-hop sample in 2023, and 57% of Splice users told the company in a recent survey that hip-hop interests them most when searching for samples. Pulman adds that producers who are making hip-hop, for example, might use sounds tagged as other genres in eventually creating hip-hop songs.
Phonk
This year, Splice introduced a tag for phonk music, and so far, the genre has seen growth of 1,246% year-over-year to more than 1 million downloads since the tag first became available. (This percentage is available because Splice says it has retroactively applied the “phonk” tag to older sounds in its catalog, created prior to the tag). Phonk samples are trending primarily in cities like Los Angeles, Tokyo, Berlin, Chicago, and Seoul. The new genre, which sounds like slowed down Memphis rap samples set to lo-fi beats, is especially well-known among gamers and car enthusiasts who are passionate about “drifting.” It is often used by those communities to soundtrack their social media videos. While phonk still isn’t well-known among the general public, it’s gained a much wider reach this year, thanks in part to its inclusion on the latest Fast and Furious mixtape, which was released alongside the franchise’s 10th movie earlier this year.
Electronic / Dance
Dance music genres saw a comeback this year on Splice. The company says drum & bass was one of the fastest growing genres this year, ranking as the 10th most downloaded genre in 2023 with 85% growth year-over-year. Jersey Club, a fast-paced subgenre that fuses elements of house and rap, also saw major growth with a 178% increase in downloads year-over-year. It’s trending in Nashville and six other cities.
Sounds tagged as “U.K. garage” are trending in nine cities Pulman says that while “it’s a fairly niche genre, it has made its way into larger genres like K-pop, for instance.” It also made its mark on Western pop through the work of PinkPantheress.
Various subgenres of house are also growing in popularity on Splice. Downloads for house samples are up 27% overall, and searches for the genre are up 17%.
K-Pop
Sounds tagged as “K-pop” have declined 17.97% on Splice in 2023, but the company states that this “may not be indicative of the genre itself declining,” given that K-pop is an amalgamation of various influences spanning from U.K. garage to trap.
In Seoul, the epicenter of the K-pop industry, Splice has seen sounds from amapiano, phonk, Jersey club, Baltimore club, U.K. garage and big room house trend in the last year.
Latin
Despite breakout stars like Peso Pluma and Grupo Frontera hitting the charts this year, Splice has not seen a notable uptick in the use of regional Mexican samples, including the subgenres ranchera, norteño, banda and mariachi. Splice says this is likely because most regional Mexican music makers do not heavily rely on sampling.
Reggaeton sounds saw 23% growth in downloads year-over-year, making it the 29th most downloaded genre on the platform. Reggaeton’s top city on the platform is Los Angeles, where the genre grew 26% year-over-year.
Sounds tagged as “baile funk,” or “funk carioca,” has also grown this year by 107% globally. This is likely thanks to exposure on TikTok with viral hits like “Automotivo Bibi Fogosa” by Bibi Babydoll, Dj Brunin XM, and KZA Produções and “Tuburao Te Amo” by Dj LK da Escócia, Tchakabum and MC Ryan SP. Downloads for the genre have grown especially quickly in Sao Paulo (92%), Mumbai (179%), Tokyo (81%), and Guadalajara (888%).
Country
Country music is not considered a sample heavy genre, but it is still growing among Splice users. Over the last year, Splice saw downloads for sounds tagged as “country” grow by 67%, while searches are up 21%. This mirrors the genre’s growth on the Hot 100 this year as country hitmakers like Morgan Wallen, Luke Combs, Jason Aldean and Zach Bryan became mainstream stars.
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