Vivero Upped To GM/EVP At WEA

• Elsa Vivero has been promoted to the newly created position of General Manager/Executive Vice President, Global Commercial Services at WEA, the Label and Artist Services division of Warner Music Group (WMG). In her newly expanded role, Vivero, a 32-year WMG veteran will oversee all core functions of commercial marketing and distribution that are vital to getting music to fans around the world, however they listen. She will continue to work closely with digital partners to enhance WMG’s labels’ and artists’ presence worldwide — including via playlisting, collaborative campaigns, editorial opportunities, and strategic planning. She will add physical to her remit, overseeing the physical account management and marketing services that ensure retailers remain active and engaged partners in promotion and sales.

Vivero will continue to be based in New York and report directly to WEA President Maria Weaver, who said, “Elsa is a fantastic collaborator with our many global partners and a passionate advocate for our labels and artists. She — alongside her brilliant team — will be key to continuing to find new and inventive ways to boost our presence globally and grow our artists’ fanbases with big, bold campaigns. Elsa is a hugely knowledgeable, versatile exec, and she will be an integral leader as the organization continues to grow and evolve.”

Vivero joined WMG in 1988 and most recently served as as EVP, Global Digital Account Management. In addition to WEA, she previously held sales and marketing positions at Maverick Records, PolyGram, and Warner Music Latina. Commenting on her elevation, Vivero said, “I’m grateful to Maria for this opportunity and to my WEA family, who have made the past 32 years so special. I look forward to working closely with our trusted commercial partners in both the digital and physical space to engage music fans worldwide, however they choose to buy, stream, or watch.” [Photo Credit: Warner Music Group]