Spinnin’ Records restructures marketing department, highlights long-term focus on Web3 and NFTs

Roger de Graaf

Warner Music Group-owned electronic dance music label Spinnin’ Records is restructuring its marketing department, naming Susanne Hazendonk as Spinnin’ Records’ VP of Marketing.

Spinnin’ also says that it is increasing its investment in Web3 and NFT business development, led by the launch of Tiësto’s first NFT project and other activities in the space.

The label says that restructuring its marketing department and “highlighting Web3 and NFTs as key spaces for the company”, are both “part of wider efforts to remain ahead of the industry’s curve”.

Led by Steven de Graaf, Spinnin’ Records’ Commercial Director, the Web3 initiative seeks to create new opportunities for partnerships and revenue streams, says the label.

Spinnin’ Records says that the changes are part of wider efforts to remain “ahead of the industry’s curve” and “continue providing Spinnin’ Records’ roster with unparalleled insight and service.”

Hazendonk will oversee the merging of the existing separate brand and recording marketing teams in what Spinnin’ says is a move to “provide even more cohesive, creative and confident marketing strategies moving forward.”

Reporting to Hazendonk will be Clyde Davis, Head of Digital, Julian Vicari, Head of Marketing & Socials, Jeroen Linnenbank, Head of Promo and Lesley Quist, Head of Creative.

Marketing and streaming specialists representing Spinnin’ Records internationally, including Tim Condran, Marketing Director, UK, Ranya Khoury, Streaming Director, US, Sivan Liu, and Crysal Du, Marketing Specialists, China, will also report to Hazendonk.


In January, Spinnin’ Records expanded its global presence with a number of hires in the United States, United Kingdom, and China.

Ranya Khoury was appointed US Streaming Manager at Spinnin’, while in the UK, Jack Guppy joined the company as a Data Analyst, and Tom Smart was named Marketing Specialist/Project Manager.

Spinnin’ also increased its presence in China through the hiring of Sivan Liu as International Marketing Specialist/Project Manager and Crystal Du as the country’s International Marketing Manager.

“Flexibility is key in today’s music industry.”

Roger de Graaf, Spinnin’ Records

Roger de Graaf, CEO of Spinnin’ Records, said: “Flexibility is key in today’s music industry.

“By restructuring the focus of Spinnin’ Records’ collective efforts, I’m confident that we will not only be able to keep up with, but continue to predict trends in the global music scene— offering our artists the best experience, service, marketing, and promotion along the way.

“I’m so pleased Suzanne will be stepping up to lead our efforts in this area and put her incredible experience and expertise at the service of our artists.”

“Marketing a music label in the modern landscape is both complex and challenging.”

Susanne Hazendonk, Spinnin’ Records

Susanne Hazendonk, VP of Marketing, Spinnin’ Records, added: “Marketing a music label in the modern landscape is both complex and challenging.

“By restructuring our marketing efforts to closer align our work around artist development, individual music releases and Spinnin’ Records’ overall brand, we will be able to harness synergies that benefit all of them.”

“Spinnin’ Records has always been fearless in adopting new strategies and technologies.”

Steven de Graaf, Spinnin’ Records

Steven de Graaf, Commercial Director, Spinnin’ Records, said: “Spinnin’ Records has always been fearless in adopting new strategies and technologies.

“The worlds of Web3 and NFTs are still defining themselves and I can’t wait to explore the possibilities between these burgeoning new spaces and the vibrancy of music, live events, and commercial partnerships.

“These technologies give the Spinnin’ team new tools to tell the stories of our artists, while building stronger relationships with fans and offering truly unique experiences along the way.”Music Business Worldwide

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