Semtex first joined Sony in 1997, where he founded the first official ‘Street Team’ to use guerrilla street marketing – pushing records for Beyonce, Destiny’s Child, Lauryn Hill, Will Smith, The Wu-Tang Clan and more.
He moved on to Universal/Mercury in 2001 as Urban Promotions manager and was soon promoted to A&R Manager. Eventually he climbed to Senior A&R Executive at Mercury, working under the UMG label’s then-President Jason Iley.
Universal Music UK closed Mercury in 2013, folding its operation into the newly-formed Virgin EMI.
Now Jason Iley, Chairman and CEO of Sony Music UK, has brought Semtex into Universal’s rival major.
“I’m looking forward to working with Jason Iley again in my new role, in a new era at Sony Music.”
At Universal, Semtex contributed to breaking artists such as Jay-Z, Kanye West and Rihanna in the UK. And at Mercury, he signed artists Maverick Sabre, Chase & Status and Iggy Azalea.
Jason Iley said “Semtex and I have formed an incredibly successful working relationship over the years. He is a multi-talented music professional whose expertise and dedication has made him a brilliant A&R, marketing and promotions executive.
“Semtex will take up this new role as part of our drive to sign the hottest new talent as well as innovating in the marketing and promotion across all of our artists. He is a key addition to the team and I am delighted to welcome him back to the fold at Sony Music.”
DJ Semtex added: “I’ve been fortunate to work with some of the greatest artists of our time and I’m looking forward to working with Jason Iley again in my new role, in a new era at Sony Music.
“I feel privileged that everything has come full circle and to be in a position to contribute to a flourishing roster of exciting, genre-defining artists.”
Semtex takes up his appointment in February.Music Business Worldwide