Sandiford Upped To SVP @ UMG
• Congrats are in order for veteran marketing and business development music exec Theda Sandiford, who has been promoted to Senior Vice President of International Commerce & Digital Marketing at Universal Music Group‘s Republic Records, Island Records and Def Jam Recordings, effective immediately.
In her new role, Sandiford will lead global consumer marketing and commercial strategies to expand the opportunities for artists signed with Republic, Island and Def Jam to engage their fans and attract new audiences through a broad array of experiences. Sandiford will remain based in New York and reports to Michael Alexander, Executive Vice President of International Marketing at Republic, Island and Def Jam. In making the announcement, Alexander said, “The Republic, Island and Def Jam International team prides itself on always adapting to the ever-changing landscape of the business and how we break artists globally. Theda is a pioneer in the digital marketplace and constantly innovating and identifying new ways to break artists. I’m thrilled to welcome her to the team.”
Sandiford most recently served as Vice President of Commercial Partnerships, Streaming at UMG. She first started at the company in 1999 as a Single Sales Director before moving into the New Media department at the Island Def Jam Music Group. Sandiford joined Rush Communications in 2005 and later operated her own consultancy for eight years. Sandiford re-joined UMG in 2012 as VP of Digital Marketing at Republic Records and 2014 was upped to VP of Commerce at Republic and Island.
Sandiford said, “This is a very exciting time in the music industry. With streaming there are fewer barriers to reach territories and cultures around the world, enabling us to introduce artists to new audiences like never before. Republic, Island and Def Jam take a global view of this immense opportunity and I’m thrilled to help their artists engage with fans in new ways that lead to even greater levels of success.” [Photo by Meredith Truax]
