Secretly Distribution (SD) has named longtime chief operating officer Chris Welz as the company’s newest partner.
Secretly Distribution reported its biggest year ever in 2025, supporting releases from more than 100 different record labels and businesses.
The company released music by Bon Iver, Japanese Breakfast and Secretly Distribution label partner Hayley Williams/Post Atlantic, as well as signing new or renewed deals with Third Man Records, Org Music, Ubiquity, Asthmatic Kitty Records, Invada Records and Ipecac Recordings.
In 2025, Secretly Distribution formed a new APAC division and launched a bespoke repertoire management system. It also partnered with Cargo and Beggars Group to secure an independent path to market for physical music in the UK with Cargo Independent Distribution.
“Through his tenure as COO, Chris Welz has shaped Secretly's global physical operations, while launching and developing its digital services and DSP relationships – a business that has now exceeded tens of billions of streams and hundreds of billions of social views annually,” said a statement.
In his role as partner, working alongside Secretly Distribution's CEO Darius Van Arman, Welz will continue to scale the organisation in providing global distribution services to independent artists, affiliates and labels.
For over two decades, Chris Welz has been a trusted and tireless colleague
Darius Van Arman
"After two decades at Secretly, stepping into ownership feels like a natural next chapter and an incredible honour," said Chris Welz. “This company has shaped more than a career – it has brought lasting friendships and a tireless devotion to the independent community. I'm filled with gratitude and supercharged for the next phases of our work."
"I have known and worked with Chris Welz for the better part of the last two decades, in my various roles at labels and throughout the music business," added Anna Bond, director of planning & initiatives at Secretly Distribution. "He has always been both steady-as-she-goes ship's captain, and a person who is clearly inspired by SD's mission and partners.
“Now that I'm at SD and working directly with Welz on a daily basis, I'm continually reminded why both SD's staff and its ever-growing roster of incredible labels and artist partners are lucky to be under his leadership, and the experience and innovation he brings to the table every day. SD would not be SD if it weren't for the decades of ideas and guidance Welz has brought to the company, and his elevation to partner reflects his crucial contributions."
Darius Van Arman, CEO of Secretly Distribution & co-founder of Secretly Group, said: "For over two decades, Chris Welz has been a trusted and tireless colleague, working in various roles at Secretly. He started as an intern and a warehouse shipping assistant, then served as a label manager and our head of digital, eventually rising to his current role of COO.
“One of my favourite qualities about Chris is that he always meets people where they are at, never makes people feel small, rather, his style of leadership elevates everyone around him. It's why his team flourishes. But it is not only the immense respect he has earned as a leader that makes him extraordinary. It is that he is also a person of great character and sharp business acumen. Thank you, Chris, for propelling SD to where it is now, and for contributing to a workplace culture that so many of us are very proud to be a part of. And now I am proud to call you partner."
Photo credit: Maerielle
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