WMG Launches WMX

• Warner Music Group (WMG) announced the launch of WMX, described as “a next-generation services division that will connect artists with fans and amplify brands in creative, immersive, and engaging ways.” The new division includes a rebranded WEA commercial services & marketing network, as well as the company’s media & creative content arm. Learn more at WarnerMusicExperience.com.

Led by WMX President Maria Weaver, who joined WMG a year ago, the rebrand is a culmination of WMX’s rapid transformation, which has resulted in the creation of five key functions that work together to maximize reach and impact: Commercial Services, helmed by Elsa Vivero, GM/EVP, Global Commercial Services, WMX; Media Business, led by Benjamin Blank, President of Media & Creative Content, WMX; Artist & Fan Experiences, headed by Danielle Lee, President, Warner Music Artist and Fan Experiences, WMX; E-Commerce & Retail, run by Ernst Trapp, President, Global E-Commerce & Retail, WMX; and Audience Strategy, managed by Scott Cherkin, SVP, Audience Engagement, WMX.

Weaver said, “The role of a record label is growing, artists are pushing creative boundaries, and consumer behavior is ever-changing. WEA was the first to put a global backbone behind distribution and really expand what a music company can offer. With that same pioneering spirit, we’re evolving our company to position Warner Music and its artists for huge opportunities today and in the future. WMX is creating immersive, innovative, and impactful experiences, while empowering artists to grow their careers and deepen their vital connections with their fans. We’re excited to bring artists, audiences, and advertisers together in powerful ways.”

 Max Lousada, CEO, Recorded Music, Warner Music Group, commented, “The music business is no longer linear, transactional, and based around one format. It’s complex, multi-faceted, and interactive. There’s an ever-expanding universe of opportunities for talent to build devoted fanbases and extend their brands. In this rapidly evolving attention economy, WMX is designed to provide our artists and labels with a deep, dynamic range of services – covering everything from streaming to merch to branded content and beyond. Under Maria’s outstanding leadership, WMX will help differentiate Warner Music, as we attract and amplify original artists.”