Sam Riddle has joined Warner Records as Senior Vice President of Marketing. In his new post, Riddle will oversee innovative marketing campaigns for Warner’s diverse roster, with a focus on artist development. Based at Warner’s Downtown Los Angeles headquarters, he reports to Executive Vice President of Marketing & Artist Development, Dionnee Harper. Riddle comes to the label after nearly five years with Roc Nation where he most recently served as Vice President of Artist Management, working with top talent including Megan Thee Stallion and Meek Mill.
Harper noted, “Sam knows exactly what it takes to build an artist’s career and just how crucial a good marketing strategy is to that process. His marketing expertise along with his experience on the management side gives him a unique and important perspective as we look to collaborate with our artists on original campaigns that move the needle. I’m looking forward to his leadership and I know the whole team is excited to welcome him to the Warner family.”
Riddle added, “I’m beyond excited to join the team at Warner Records, a label steeped in history and currently brimming with talent. There’s nothing more exciting than artist development – a perpetual process that can help a superstar reach record-breaking heights and jump-start a new artist’s career. The entire Warner Records team is equally dedicated to this process, making this career transition a no-brainer. I want to thank Tom (Corson), Aaron (Bay-Schuck), and Dionnee for believing in me to help foster the continued commitment of excellence that the team has towards the artists that we have the pleasure to support.”
Riddle played an integral role in developing the TV series concept for Megan Thee Stallion’s deal with Netflix and the Off Thee Leash series on Snapchat Originals. While supporting Meek Mill, Riddle helped with the launch of the REFORM Alliance, developing the initial marketing plan for the foundation. He also worked across the rapper’s No. 1 album Championships and 5x platinum single “Going Bad (feat. Drake),” and helped execute brand deals for the star with PUMA, Bacardi, Snipes, and more. During his time at Roc Nation, Riddle also supported on marketing for an array of clients such as Nipsey Hussle, Yo Gotti, Grimes, Mustard, Big Sean, J. Cole, Normani, Coheed and Cambria, and more.
Prior to Roc Nation, Riddle held various digital marketing and sales roles at Capitol Records, working closely with Quality Control artists like Lil Baby, Lil Yachty, and Migos, as well as artists across Capitol’s roster including Avenged Sevenfold, Bastille, Rich Homie Quan, and Rise Against. Riddle started his career in music as Station Manager at WDBM – East Lansing while a student at Michigan State University. He also spent time as an on-air host of the station’s hip-hop mix show and as Marketing Director at the station.