Executive Action: ADA Worldwide

• ADA Worldwide, the independent label and artist services arm of Warner Music Group announced Cathy Bauer has been appointed Head of Physical Sales & Marketing for the company. In this newly created role, Bauer will manage ADA’s global physical sales and marketing division with a focus on growing partners’ businesses and establishing efficient and standardized processes. Bauer will also identify growth and innovation opportunities for ADA’s artists and partners including through direct-to-consumer initiatives, working closely with WMG’s artist services division, WMX.

Bauer reports to ADA Worldwide President, Cat Kreidich, who said, “With this move, we’re doubling down on our efforts to get physical product from independent artists to fans in an efficient and plentiful way. And when we say physical product, it’s not just CDs or vinyl — it’s anything tangible that strengthens the artist-to-fan connection. The possibilities are endless, and Cathy will play a huge role in helping us innovate, building out what our future in the direct-to-consumer space looks like. Her wide-ranging experience makes her the perfect fit for the role, and our entire leadership team looks forward to collaborating with her.”

Bauer spent the past five years as VP of Sales & Marketing at ABKCO Music & Records. Prior to that, she led Domestic Sales & Marketing at independent distributor, Secretly Distribution, and served as GM for independent funk and soul label Daptone Records. Bauer has also held roles at RoyaltyShare and IODA (now The Orchard), and got her start with Lookout! Records.

“ADA is heading in a really exciting direction,” Bauer said. “Cat has managed to stay true to the independent-minded values the company was founded on, while finding ways to strategically evolve to better serve artists and partners. I’m honored to be joining the ranks and contributing to the next chapter of ADA’s story. And, as always, I look forward to advocating for and uplifting our incredible indie music community.”