Liz Morentin has launched a communications agency, Greenvalley Media & Marketing.
The Los Angeles-based agency, announced on Thursday (October 22), will serve entertainment, media, and technology companies and their leaders.
Morentin most recently served as Senior Vice President and Head of Global Communications and Brand Strategy at Virgin Music Group, Universal Music Group‘s global independent music division.
Morentin will work directly with clients on communications strategy and execution, whether on a single project or an ongoing partnership.
Greenvalley will advise emerging and established companies and offer corporate communications, media relations, publicity, executive visibility, reputation management, crisis communications, and events and industry marketing.
“Our industry has transformed so much over the years making it possible for so many more businesses and executives to achieve global success and become highly regarded global industry players, from indie record labels and distributors to tech platforms and media companies. I’m launching Greenvalley to support these businesses and executives looking to build their reputation, grow their business, and reach the right audiences,” said Morentin.
“The agency is named Greenvalley because we believe companies and leaders each have a green space: the distinctive territory where their story, purpose, and opportunity come together,” Morentin added.
“We help clients find that space, build their visibility and reputation, and protect that reputation when it counts.”
At Virgin Music Group, Morentin led internal and external communications and brand strategy through the division’s launch, transformation, and later acquisitions, according to Greenvalley.
“Our industry has transformed so much over the years making it possible for so many more businesses and executives to achieve global success and become highly regarded global industry players, from indie record labels and distributors to tech platforms and media companies.”
Liz Morentin, Greenvalley Media & Marketing
She joined Ingrooves Music Group as Head of Marketing and Communications in December 2020.
Ingrooves, acquired by Universal in 2019, was combined with Virgin Music in October 2023 into a single global operation under Virgin Music Group, where Morentin was named Senior Vice President of Global Communications and Brand Strategy.
In February 2026, Virgin Music Group completed its $775 million acquisition of Downtown Music Holdings, which serves more than 5,000 business clients and over four million creators across 145 countries.
According to Greenvalley, Morentin’s work supported the company’s expansion from 12 markets in 2020 as Ingrooves to 36 markets in 2026 as Virgin Music Group.
Before Virgin, Morentin served as Executive Vice President of Communications at Paradigm Talent Agency and Executive Vice President of Communications and Media at Warner Bros. Records.
As Senior Vice President of Communications and Marketing at Dick Clark Productions, she led corporate communications and publicity for the American Music Awards, the Golden Globe Awards, the Billboard Music Awards, and New Year’s Rockin’ Eve with Ryan Seacrest.
Morentin also led communications for Live Nation Entertainment‘s North American concert division, where she developed national media partnerships and backed sponsorship initiatives.
Her earlier roles include Vice President of Media at Arista Records and J Records/RCA, and Vice President of Marketing Communications at digital music startup Atomic Pop.
She has also held communications roles at Epic Records, Rhino Entertainment, Elektra Entertainment, and A&M Records, and began her career at Scoop Marketing.
Greenvalley draws on Morentin’s more than 25 years of experience across music, live events, television, film, and technology, the company said.Music Business Worldwide