Townsend, the UK-based direct-to-consumer (D2C) music retailer and distributor, has appointed veteran music executive Mike Walsh as D2C Sales and Product Consultant.
The move marks one of the company’s first strategic hires since its acquisition by Dutch music group Artone in September 2024.
Walsh, who is based in the UK, will focus on new business development, industry communications, and product strategy and will report to Townsend’s Sales Director Bruce McKenzie. His appointment follows three decades in music and media across consultancy, artist management, radio, D2C innovation and tech.
Townsend operates more than 1,500 artist stores globally, supporting direct-to-fan sales across physical music, digital downloads and merchandise. Its client list spans contemporary and heritage artists, including Barry Can’t Swim, Blossoms, D-Block Europe, Gary Numan, Jorja Smith, Leigh-Anne, Lily Allen, Kylie, Noel Gallagher, Shed Seven, and many more.
The company says their platform, including Townsend Music Store “empowers artists to connect directly with their audiences through physical music purchases, digital downloads, and merchandise” with a best-in-class artist manager and label dashboard as part of its custom-built feature set.”
It adds that the e-commerce system supports chart-eligible releases in 18 countries and regularly contributes to UK Top 10 album campaigns.
“Bruce and the team have built a business that has shaped the D2C sector—from early pioneers to today’s market leader, with an increasingly sophisticated retail platform of their own.”
Mike Walsh
Walsh has held roles across several industry boards and committees, including the Digital Entertainment and Retail Association (ERA) and the Liverpool City Region Music Board. He has also contributed to charitable and environmental initiatives via War Child UK and EarthPercent, and has served as a judge for the Mercury Prize and Music Week Awards.
He co-founded the Money Trench podcast and co-manages artists Dylan John Thomas and Tom A Smith. Walsh was previously a partner at music tech firm Serenade, which developed chart-eligible “smart format” releases before being acquired in 2024. Earlier in his career, he spent more than a decade at Radio X / XFM, and worked in A&R and marketing roles at Parlophone Records in the 1990s.
In a statement, Walsh said: “Bruce and the team have built a business that has shaped the D2C sector—from early pioneers to today’s market leader, with an increasingly sophisticated retail platform of their own. The business is full of technical innovation, expertise, and industry knowledge, and I’m excited to help build in the next stage of its evolution.”
Lucas Barr, Head of Operations at Townsend, said Walsh’s commercial experience “brings real firepower” to the firm, aligning with its post-acquisition growth plans under Artone.
In his own words: “Mike’s deep industry knowledge and commercial acumen bring real firepower to our team. His appointment reinforces our commitment to combining innovative tech with a personal touch, creating standout fan experiences and long-term value for our artists.
“Welcoming Mike at this pivotal moment in the Townsend Music journey, following acquisition by Artone in 2024, marks another key step as we scale up our offering and extend our reach.”
Bruce McKenzie, Sales Director for Townsend Music, added: “Having known Mike for over 20 years, it’s a pleasure to now proudly work alongside him as part of the Townsend Team.”
Founded in 1978 as a Lancashire record and instrument retailer, Townsend spent two decades in physical retail before shifting in 2012 to a D2C-focused model built around its own proprietary stores platform and in-house fulfilment.
“His [MIKE] appointment reinforces our commitment to combining innovative tech with a personal touch, creating standout fan experiences and long-term value for our artists.”
Lucas Barr, Head of Operations at Townsend
The company was acquired in 2024 by Dutch group Artone — whose portfolio also includes Bertus and Music On Vinyl. UK-based physical distributor Proper Music was also acquired by the Netherlands’ Artone earlier this year.
Music Business Worldwide