Global will license Warner Music’s international repertoire in Romania and companies will partner on A&R of domestic acts
First joint campaign will accelerate success of breaking artist Roxen
Warner Music has appointed Global Records as its licensee in Romania with immediate effect. Global will license Warner Music’s international repertoire in Romania and the two companies will collaborate on growing a domestic roster of artists and promoting them internationally.
Their partnership will begin with a campaign to support Roxen, an artist who has enjoyed local chart success, international airplay and been selected to represent Romania in the Eurovision Song Contest. Her latest single – “How to break a heart” – is released worldwide today.
Global Records is Romania’s leading independent record label. It was launched by Stefan Lucian in 2008 and went on to sign and develop a series of successful artists, including INNA, Antonia, Carla’s Dreams, DJ Project, Alina Eremia, AMI, Gran Error, Irina Rimes, Killa Fonic, Mark Stam, Minelli, Roxen, Sickotoy, Vanotek, The Motans and many others.
The label is part of the Global Entertainment platform, which is also parent to marketing influencer agency Global Talent United and booking agency Global Booking.
Alfonso Perez-Soto, EVP, Eastern Europe, Middle East and Africa, Warner Music, says: “I’m delighted that we’re partnering with Global, an independent label with a brilliant marketing and promotion machine and an amazing track record of breaking great local talent. And we’re launching with a splash – Roxen is an amazing artist with true global potential. Exciting times!”
Stefan Lucian adds: “Warner Music is the major record company with a true independent spirit. We’re thrilled that it’s global army of entrepreneurial execs will be going to work for some of our breaking artist such as Roxen. And we can’t wait to connect its incredible global roster of artists to music fans here in Romania. It’s a dream partnership!”
The companies’ first joint global campaign is in support of Roxen, an artist who first came to prominence in 2019 with her feature on Romanian producer Sickotoy’s track “You Don’t Love Me,” which went to No. 3 in the charts locally. Her debut solo single “Ce-ți cântă dragostea” went to No. 1 later that year.
Roxen was selected to represent Romania in the 2020 Eurovision Song Contest with her track “Alcohol You.” The contest was cancelled because of the Coronavirus crisis, but she will be Romania’s entry for next year’s contest, performing at the shows in Rotterdam with a new song.