TuneCore has named Nicki Shamel as head of TuneCore US.
Shamel, who is based in New York, will report to Brian Miller, TuneCore’s chief revenue officer.
“As TuneCore sharpens its focus on artist development, Shamel’s appointment marks a strategic move to deepen the company’s impact in the US,” said a statement.
Shamel will play a key role in aligning TuneCore’s artist and DSP partnerships teams.
“Her leadership will help drive TuneCore’s mission to empower self-releasing artists at every stage of their careers, with a clear emphasis on growth and opportunity in the US market,” added the statement.
Brian Miller said: "At TuneCore, we’re doubling down on our mission to not just support artists – but to actively help them build lasting, successful careers on their own terms. The US is the most competitive and influential music market in the world, and it demands focused leadership.
“As we make artist development a core focus, Nicki brings the expertise needed to connect strategy with impact. Her proven track record of empowering artists makes her the right person to lead this next phase and ensure our teams, services and programmes are driving real, long-term growth for independent creators."
As head of TuneCore, US, Shamel is responsible for managing the company’s roster, including employing the company’s suite of products and services to aid independent artists, such as TuneCore Accelerator and TuneCore’s advanced trends and analytics tools.
She will also oversee the team of employees working on artist acquisition, growth and development strategy throughout the United States.
Nicki Shamel said: “I am honoured to join TuneCore at this pivotal moment in its mission to empower and develop independent artists. TuneCore’s commitment to artist development, combined with best-in-class technology and innovative programs like TuneCore Accelerator, is unmatched at propelling the careers of independent artists, and I am grateful to TuneCore’s leadership for trusting me to drive the next phase of the company’s artist development strategy in the US.”
Prior to joining TuneCore, Shamel served as senior vice president at AWAL, where she built and expanded the global commercial partnerships team, spearheading the company’s digital strategy across major DSPs.
In this role, helped shape AWAL’s positioning in the streaming ecosystem and elevated the careers of Laufey, Jungle and Little Simz, among others.
Shamel joined AWAL following seven years at Sony Music, serving in international marketing and sales roles. She began her career in digital marketing at Primary Wave Music.
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