Warner Music has promoted Bob Workman to the dual role of SVP, International Brand Partnerships, Warner Music and General Manager, WMX UK.
Workman will work alongside Camille Hackney, Chief Partnerships Officer and Head of Global Brand Partnerships at Atlantic Records US, and Claudia Butzky, EVP, Brand Partnerships and Sync at Warner Records US.
Warner says that all three will continue to play a key role in Warner Music’s Global Brand Partnerships Council.
The move will also see Warner Music’s UK Brand Partnerships team become part of the global WMX division.
Workman will retain his place on the Warner Music UK Senior Management Team, “ensuring close alignment between WMX and the UK recorded music business”.
In recent years, the company’s UK Brand Partnerships team has worked on campaigns for major artist deals including Ed Sheeran x Heinz, Dua Lipa x TikTok and a number of current tour partners for Coldplay.
Within the last few weeks the team have launched two Gorillaz collaborations with BOSE and Smirnoff. The creative arm of the team have also launched a campaign for Clark’s Originals with Liam Gallagher.
Workman began his career in promotions at Island Records before moving to Gut Reaction as Head of Promotions. He soon became Marketing Director for the Gut Records label, overseeing the campaign for Tom Jones’ multi-million selling RELOAD album, as well as launching the new dance music label Gusto.
In 2003, Workman helped establish Spin Music, one of the UK’s first agencies specialising in music and brand partnerships.
He then joined EMI Music in 2008 to head up a newly formed Brand Partnerships business. Warner says that it when it acquired the Parlophone Label Group, Workman ‘began lending his considerable knowledge in partnerships”.
“I’m excited to be stepping into this new role and working closely with Maria Weaver and Simon Robson as we scale-up our brand partnerships proposition around the world.”
Bob Workman said: “Enabling artists to connect with sympathetic brands to tell stories and reach new audiences is a key part of what a record company does in the 21st century.
“We’ve got a strong track record of achieving that in many markets, but we know we can do more to coordinate our efforts internationally and tap opportunities in emerging economies.
Added Workman: “I’m excited to be stepping into this new role and working closely with Maria Weaver and Simon Robson as we scale-up our brand partnerships proposition around the world.
“And I’m pleased that the amazing Brand Partnerships team here in the UK will now be able to benefit from being part of the WMX family while still working closely with Tony Harlow and all our incredible British labels.”
“Bob has a brilliant track record in a business that can sometimes be complex and sensitive.”
Maria Weaver added: “Bob has a brilliant track record in a business that can sometimes be complex and sensitive. He has a real feel for both artists and brands and knows when a project is right for both.
“We’re keen to get to work expanding our presence in key markets and working with brands wherever they’re headquartered to deliver even more value for our artists. I’m also delighted the brilliant UK Brand Collaborations team will now be part of our WMX powerhouse.”
“We’re looking to strengthen our global network capability to give all our artists around the world the best opportunities. Bob is ideally suited to work with our talented international teams to accelerate this mission.”
Simon Robson, Warner Music Group
Simon Robson, President, International, Recorded Music, Warner Music Group, concluded: “Brand partnerships are becoming an increasingly important part of our business, as they can provide a valuable additional revenue stream and increased profile for our artists.
“We’re looking to strengthen our global network capability to give all our artists around the world the best opportunities. Bob is ideally suited to work with our talented international teams to accelerate this mission.”Music Business Worldwide