Believe-owned distribution company TuneCore has named Tash Shah as its new Vice President, Global Marketing.
The appointment was announced on Tuesday (November 10) by Brian Miller, Chief Business Officer at TuneCore, to whom Shah will report.
In the role, Shah will lead worldwide marketing strategy across brand and creative, customer acquisition, lifecycle and retention, and product marketing.
Shah sits on TuneCore‘s senior leadership team.
Miller said: “Independent artists who are already building an audience need more than a place to upload music. They need a partner that helps them grow. Tash has spent three years understanding what those artists need, and she has the vision to make TuneCore the platform they choose to build their careers on.
“I’m excited to see her lead our global marketing team into this next chapter.”
“Tash has spent three years understanding what those artists need, and she has the vision to make TuneCore the platform they choose to build their careers on.”
In that role, she oversaw international strategy and held profit-and-loss responsibility for each market, managing a team of local Heads of TuneCore across 17 countries in Europe, APAC, LATAM, and Africa.
Before joining TuneCore, Shah spent 12 years at Spotify, where she served as the company’s first Head of Marketing in the UK.
“TuneCore has always been a space for artists to distribute their music, but we know their journey begins long before that moment and continues far beyond it.”
Tash Shah, TuneCore
She helped deliver some of Spotify‘s earliest in-house artist marketing campaigns and secured partnerships with the BBC, Nike, and others.
Shah also oversaw the global expansion of the company’s Premium Student tier, extending it from three to 36 markets.
Shah commented: “TuneCore has always been a space for artists to distribute their music, but we know their journey begins long before that moment and continues far beyond it.
“I’m so excited to step into this role at a time when supporting that journey means more than ever, and look forward to leading our Global Marketing team as we build a brand that not only serves as an intrinsic part of the artists’ creative community, but also helps them succeed on their own terms.”
Miller was appointed Chief Business Officer at TuneCore in April 2026, having previously served as the company’s Chief Revenue Officer.
TuneCore, which is part of Believe, distributes music to more than 150 streaming and download platforms and operates through local teams across five continents.
Artists distribute through the platform for an annual fee while retaining 100% of their rights.
The company’s Accelerator program had generated 50 billion streams for participating artists since its 2023 launch, with 515,000 artists enrolled as of March 2026.
The program also facilitated 15 billion track discoveries, according to the company’s most recent Accelerator report.
TuneCorereported in November 2025 that self-releasing artists have earned more than USD $5 billion via its platform since it was founded in 2006.
That milestone arrived 17 months after the platform passed the $4 billion mark in June 2024.
It also said 75% of new artists and labels that joined over the past year came from outside the United States.Music Business Worldwide
