ADA Worldwide, Warner Music Group’s independent label and artist services arm, has unveiled a new leadership structure.
Marcus Siskind has joined the company as Head of US, overseeing business development and label management, and Adriana Sein has been appointed Head of International, focused on the company’s global business.
Both Siskind and Sein are based in New York. They will report directly to ADA’s President, Cat Kreidich, who was promoted to the role in April, succeeding Eliah Seton, who has since joined SoundCloud as its new President.
As Head of US, 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.
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.
Her extensive marketing experience includes breaking artists like Rosalía, Lil Nas X, and The Kid LAROI.
ADA says that Siskind and Sein will also be tasked with the development and implementation of the company’s updated tools and technology as it modernizes these capabilities as part of the reimagined structure.
Having started out with the launch of his independent music and management company Mass Appeal Entertainment, the 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 music company he founded in 2018.
Sein served four years as Vice President of International Marketing for Sony Music Entertainment. Her 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 began her music career with 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.
“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.”
“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 Cat 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.”
“I’m excited to join the ADA team and help lead this first-rate organization alongside Cat and Adriana.”
Siskind said: “I’m excited to join the ADA team and help lead this first-rate organization alongside Cat and Adriana.
“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.”
“The influx of international business driven by the digital era requires indies to be nimble and capable of meeting tomorrow’s demands.”
Sein added: “The influx of international business driven by the digital era requires indies to be nimble and capable of meeting tomorrow’s demands.
“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.”Music Business Worldwide