Roberton Joins RCA As SVP, Creative

• RCA Records welcomes Niki Roberton to the team as Senior Vice President, Creative. In this newly-created role, Roberton will be based at RCA’s Los Angeles HQ and spearhead a shared strategy across the label’s overall creative direction, live events, experiential initiatives, and online content. Roberton and her team will work in tandem with Camille Yorrick, EVP of Visual Content Production, and her team who continue to lead on music video and visual content production for all screens.

Roberton joins RCA Records from IAMSOUND, which she founded in 2007 as a record label that helped launched the careers of Florence + the Machine, Lord Huron, Charli XCX, Banks, Salem, Mk.gee and others. IAMSOUND later expanded into a creative agency and visual artist management firm where Roberton worked directly with labels and brands to build out marketing campaigns, both digital and experiential, with recent work with Mitski and The Weeknd. As a manager, Roberton represented a global roster of creative directors and live show designers.

Roberton, who has been recognized with multiple Clio Awards for work with artists such as Billie Eilish and Solange, started her career in music scouting for Parlophone Records while studying Fine Art at university. She has also directed music videos and as a consultant, worked with A24 on their record label and Riot Games on music marketing. [Photo Credit: Zachary Gray]