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ADA Worldwide Reimagines Leadership Structure, Instituting Heads of U.S. and International

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  • September 08, 2021
    ADA Worldwide Reimagines Leadership Structure, Instituting Heads of U.S. and International

    Marcus Siskind Appointed Head of U.S., Overseeing Business Development & Label Management and Adriana Sein Appointed Head of International, Focused on Global Business

    ADA Worldwide, Warner Music Group’s independent label and artist services arm, today announced a reimagined leadership structure that positions the company for future growth. Marcus Siskind has joined the company as Head of U.S., overseeing business development and label management and Adriana Sein has been appointed as Head of International, focused on the company’s global business. Both Siskind and Sein are based in New York and will report directly to ADA’s President, Cat Kreidich.

    “The independent music community is a vital part of Warner Music Group’s global business, and this move ensures that ADA is set up to continue super-serving our label partners and artists in the long-term,” said Kreidich. “With Marcus and Adriana at the helm, we’ll be organized to work even more strategically across the organization—accelerating our global capabilities and local impact as we push full speed ahead. I am thrilled to welcome these deeply respected, forward-thinking executives to the ADA family.”

    As Head of U.S., Siskind will be charged with leading business development, growing the company’s stateside roster across both label and direct artist signings. He will also head up label management, fostering relationships and providing ongoing marketing and product management support to ADA’s many partners.

    “I’m excited to join the ADA team and help lead this first-rate organization alongside Cat and Adriana,” said Siskind. “As an entrepreneur who’s spent my career championing artists and creatives through my own independent ventures, I’m well-versed in the needs and opportunities in this space. I look forward to working closely with our label partners and artists to continue empowering the incredible talent of the indie community.”

    As Head of International, Sein serves as a central point across the global organization, working closely with international MDs to support artists and partners around the world. In this capacity, she will operationalize the global business and utilize her extensive marketing experience which includes breaking artists like Rosalía, Lil Nas X, and The Kid LAROI. ADA recently expanded to Benelux, Latin America, Portugal, Spain, Asia, Japan, France, Russia, and Italy.

    “The influx of international business driven by the digital era requires indies to be nimble and capable of meeting tomorrow’s demands,” said Sein. “With Cat, Marcus, and the expertise of the ADA team, I’m confident that we will be able to do just that. I’m eager to connect the dots across the organization and help elevate some fantastic music, together with our global partners and artists.”

    Siskind and Sein will also be tasked with the development and implementation of ADA’s updated tools and technology as the company modernizes these capabilities as part of the reimagined structure.

    Throughout his decades long career, Siskind has established himself as a key figure in the indie community, brokering deals and joint ventures with eOne, INgrooves, BMG, and more. Having started out with the launch of his independent music and management company Mass Appeal Entertainment, the multi-faceted exec’s experience includes working with artists such as Ne-Yo, DJ Khaled, Pitbull, Queen Latifah, Lil Kim, Backstreet Boys, Token, Sevyn Streeter, and others. He remains CEO of Groundwērk, the hybrid music company he founded in 2018. 

    Recently named one of Billboard's 2021 International Power Players, Sein served four years as Vice President of International Marketing for Sony Music Entertainment. Her diverse experience includes overseeing global affairs for Columbia Records and spearheading global campaigns for superstars like Beyoncé, Pharrell, AC/DC, Harry Styles, John Mayer, Leon Bridges; and breakouts Rosalía, Lil Nas X, The Kid LAROI, 24kGoldn, and Dominic Fike. A Puerto Rico native who moved to New York to attend Columbia University, Sein graduated with a BA in Economics and soon-after began her music career with leading indie dance label Ultra Music. There she launched the international department and grew the division into a multi-million-dollar business with hits like Pitbull’s “I Know You Want Me (Calle Ocho).”

    In addition to these appointments, Jeremy Sponder joins ADA from UMe as VP of Catalog; Samantha Moore joins from The Orchard as Kreidich’s Chief of Staff; and Kyle Aycock has been promoted from VP to SVP of Finance at ADA.

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on September 8, 2021 - 12:01pm

Marcus Siskind Appointed Head of U.S., Overseeing Business Development & Label Management and Adriana Sein Appointed Head of International, Focused on Global Business

ADA Worldwide, Warner Music Group’s independent label and artist services arm, today announced a reimagined leadership structure that positions the company for future growth. Marcus Siskind has joined the company as Head of U.S., overseeing business development and label management and Adriana Sein has been appointed as Head of International, focused on the company’s global business. Both Siskind and Sein are based in New York and will report directly to ADA’s President, Cat Kreidich.

“The independent music community is a vital part of Warner Music Group’s global business, and this move ensures that ADA is set up to continue super-serving our label partners and artists in the long-term,” said Kreidich. “With Marcus and Adriana at the helm, we’ll be organized to work even more strategically across the organization—accelerating our global capabilities and local impact as we push full speed ahead. I am thrilled to welcome these deeply respected, forward-thinking executives to the ADA family.”

As Head of U.S., Siskind will be charged with leading business development, growing the company’s stateside roster across both label and direct artist signings. He will also head up label management, fostering relationships and providing ongoing marketing and product management support to ADA’s many partners.

“I’m excited to join the ADA team and help lead this first-rate organization alongside Cat and Adriana,” said Siskind. “As an entrepreneur who’s spent my career championing artists and creatives through my own independent ventures, I’m well-versed in the needs and opportunities in this space. I look forward to working closely with our label partners and artists to continue empowering the incredible talent of the indie community.”

As Head of International, Sein serves as a central point across the global organization, working closely with international MDs to support artists and partners around the world. In this capacity, she will operationalize the global business and utilize her extensive marketing experience which includes breaking artists like Rosalía, Lil Nas X, and The Kid LAROI. ADA recently expanded to Benelux, Latin America, Portugal, Spain, Asia, Japan, France, Russia, and Italy.

“The influx of international business driven by the digital era requires indies to be nimble and capable of meeting tomorrow’s demands,” said Sein. “With Cat, Marcus, and the expertise of the ADA team, I’m confident that we will be able to do just that. I’m eager to connect the dots across the organization and help elevate some fantastic music, together with our global partners and artists.”

Siskind and Sein will also be tasked with the development and implementation of ADA’s updated tools and technology as the company modernizes these capabilities as part of the reimagined structure.

Throughout his decades long career, Siskind has established himself as a key figure in the indie community, brokering deals and joint ventures with eOne, INgrooves, BMG, and more. Having started out with the launch of his independent music and management company Mass Appeal Entertainment, the multi-faceted exec’s experience includes working with artists such as Ne-Yo, DJ Khaled, Pitbull, Queen Latifah, Lil Kim, Backstreet Boys, Token, Sevyn Streeter, and others. He remains CEO of Groundwērk, the hybrid music company he founded in 2018. 

Recently named one of Billboard's 2021 International Power Players, Sein served four years as Vice President of International Marketing for Sony Music Entertainment. Her diverse experience includes overseeing global affairs for Columbia Records and spearheading global campaigns for superstars like Beyoncé, Pharrell, AC/DC, Harry Styles, John Mayer, Leon Bridges; and breakouts Rosalía, Lil Nas X, The Kid LAROI, 24kGoldn, and Dominic Fike. A Puerto Rico native who moved to New York to attend Columbia University, Sein graduated with a BA in Economics and soon-after began her music career with leading indie dance label Ultra Music. There she launched the international department and grew the division into a multi-million-dollar business with hits like Pitbull’s “I Know You Want Me (Calle Ocho).”

In addition to these appointments, Jeremy Sponder joins ADA from UMe as VP of Catalog; Samantha Moore joins from The Orchard as Kreidich’s Chief of Staff; and Kyle Aycock has been promoted from VP to SVP of Finance at ADA.