Universal Music Latino

Mary Rahmani, the founder of Moon Projects and former director of music content and artist partnerships at TikTok, has joined Songfluencer and its parent company, Genni & Co., as a strategic advisor, Billboard can reveal.

Songfluencer is a social media marketing agency for the music industry that has led digital marketing campaigns for artists including Samara Joy and Wet Leg. Genni & Co. is also home to the marketing technology service Genni, social media competition platform Preffy and short-form content agencies Genni Agency and YO SUZY!

In her new role, Rahmani will provide insights and guidance to both companies based on her robust background in music and technology.

“If you have been at the intersection of creators and music over the last few years, it would be difficult to not bring up Mary Rahmani,” said Songfluencer CEO/founder Johnny Cloherty. “We are very proud to be working with her and excited to learn from her expertise.”

“Johnny has been behind some of the most exciting trends in music and short-form video, and I’m looking forward to collaborating with him and adding my own perspective to his business,” added Rahmani.

Rahmani’s Moon Projects is described as a multi-disciplinary firm that provides curation, strategy and digital consulting services for musicians and brands. It’s also a joint venture music publishing company with Warner Chappell Music and a joint venture record label with Republic Records. Moon Projects is home to “Numb Little Bug” singer/songwriter Em Beihold.

Albert Piedrahita was appointed director of national publicity at Universal Music Latino, while Sebasti Daneilas was upped to manager of publicity. Piedrahita has been key in developing and leading communications strategies in both the Latin and general market, including campaigns for Karol G, Jhayco and Feid. Daneilas, who will report to Piedrahita, will continue managing and supporting communications strategies for the roster. Piedrahita can be reached at albert.piedrahita@umusic.com.

David Ecker was named label development manager at Exceleration Music, while Rachel Cunningham joined the company to lead fan engagement and commerce. Ecker, who boards Exceleration after spending eight years on Spotify’s artist and label partnerships team, will play a crucial role in managing day-to-day relationships with Exceleration’s family of label and artist partners. Cunningham will lead the development of audience growth and e-commerce strategy to drive Exceleration’s direct-to-fan business, including the development of online stores and the building and rollout of the company’s marketing technology stack. She comes from Gimme Radio, where she served as head of fan engagement & e-commerce marketing.

Andrew Ellis joined Ground Control Touring, bringing with him acts including Manchester Orchestra, Men I Trust, New Found Glory, The Front Bottoms, Alkaline Trio, Thrice, Bayside, Cults and Senses Fail. His longtime associate, Gabe Sunshine, will join him at the company’s New York office. Ellis can be reached at ellis@groundcontroltouring.com.

Whitaker Elledge was promoted to GM/senior vp of artist development at Dualtone Music Group, up from his previous role of vp of artist development. Based out of Nashville, Elledge will now oversee all Dualtone staff and daily operations, including continuing to lead all album rollouts, marketing campaigns, teams and spends against budget performance. He will be the point person for all artists and their teams through album cycles as well as third-party team members.

Joanna Noyes was promoted to senior vp of global marketing & brand strategy at The Orchard; she was previously vp of brand marketing and communications. She will now oversee global marketing and brand strategy in over 45 markets globally, leading a team of over 40 employees.

Otto Price joined WME as an agent in the Christian music department at the company’s Nashville office. He joins the agency from Square One Creative Group, where he worked as a producer, arranger, composer and musician; he previously worked in A&R at Warner Music Nashville’s label group. In his new role, he will oversee the daily touring, TV, literary and sponsorship opportunities for artists as well as bookings in international territories. Price can be reached at OPrice@wmeagency.com.

Kirsty McDonagh joined Various Artists Management as senior manager. Based in London, McDonagh joins the firm from Insanity Group, where she spent eight years. In her new role, she will be working day to day with Tom Grennan, Melanie C, Caseyette, Kingdoms, Rndmbeats and Liv Dawson. McDonagh can be reached at Kirsty@variousartistsmanagement.com.