BMG has announced the appointment of Jasper Niebuhr as its new Managing Director, GSA.
Effective February 1, 2026, Niebuhr will spearhead BMG’s integrated recorded music and music publishing operations across Germany, Switzerland, and Austria.
Niebuhr joins BMG with over 15 years of leadership and music industry experience across both domestic and international markets, including as co-founder and Managing Director of Neubau Music, a management, label, and publishing company.
Based in Berlin, he will report to Alistair Norbury, President, UK, APAC & EU.
“We are pleased to welcome Jasper to the BMG leadership team,” said Norbury. “His entrepreneurial drive and deep-rooted industry knowledge, combined with his experience in building an independent music company like Neubau, make him exceptionally well suited to lead BMG in the evolving GSA market.
Added Norbury: “We are confident that Jasper will build on our strong foundation while pioneering new opportunities and innovative strategies for our artists and songwriters across the region.”
“My focus will be on unlocking new pathways for artists and songwriters, deepening partnerships, and strengthening long-term value creation across the rights business”
Jasper Niebuhr
Niebuhr succeeds Marc Johlen, who left the business at the end of last year.
“We extend our sincere gratitude to Marc for his important contributions to BMG over the past six years and wish him the very best for the future,” said Norbury.
In his new role, Niebuhr will focus on accelerating BMG’s strategic objectives in the GSA market – the company’s third largest globally after the US and UK.
“I am genuinely excited to join BMG and lead the GSA team,” he said. “BMG has long stood out for its collaborative, ambitious, and forward-thinking ‘artist-first’ culture, as well as its truly integrated model that brings publishing and recordings together under one roof.
“My focus will be on unlocking new pathways for artists and songwriters, deepening partnerships, and strengthening long-term value creation across the rights business.
“Equally important is my desire to create a place where our teams, artists, and songwriters feel inspired, move with real ambition, and continually raise the bar so that they can do their best work. I look forward to building that together, both locally and globally.”
Niebuhr’s appointment follows the news that BMG plans to relocate its global headquarters to the top floor of the Lumina building in Berlin, just two blocks from its current offices, in early 2027.
Elsewhere at the company, it was recently confirmed that Thomas Coesfeld will continue to lead BMG as CEO from January 2027 onward, when he assumes the role of Chairman and Chief Executive Officer of BMG’s parent company, Bertelsmann.
The executive will assume the dual role when he succeeds Thomas Rabe as head of Bertelsmann after the latter executive’s contract expires on December 31, 2026, after 15 years.Music Business Worldwide
