Virgin Music Group has promoted Nicole Thomas to the position of managing director of South Africa. Thomas was previously co-country manager of Virgin Music Group, South Africa.
“Nicole has guided our South African business with a focus and energy that has made a real difference for our labels in the region,” said JT Myers, co-CEO of Virgin Music Group. “Nicole’s deep relationships within the artist and business community make her the perfect executive to continue to lead our growth in South Africa.”
“I’m grateful to JT Myers and Nat Pastor for putting their faith in me to continue to lead our team in South Africa as we expand our collaboration with South Africa’s music entrepreneurs to develop innovative artists in the region,” said Nicole Thomas.
“As we continue to work alongside our label clients in the region, Nicole’s knowledge and relationships will continue to play an integral role in our success,” said Michael Roe, managing director of Virgin Music Group Africa, Middle East, and Asia (AMEA). “Over the last two years, under Nicole's leadership, Virgin has had an exceptionally successful run.”
The company’s artists have won a number of awards, including South African Music Awards for Dlala Thukzin and Lwah Ndlunkulu, while a cappella group Just 6 earned a Grammy nomination (2024) for their rendition of Angels We Have Heard On High. Dlala Thukzin was also nominated for Best International Act at the 2025 BET Awards.
Virgin has signed Zimbabwe’s biggest music stars, Saintfloew & Freeman HKD, in addition to newcomer Naledi Aphiwe, who won Best African Pop Song at this year’s Metro FM Awards with her single Romeo & Juliet.
Nicole’s deep relationships within the artist and business community make her the perfect executive to continue to lead our growth in South Africa
JT Myers
Furthermore, Virgin has signed America's Got Talent Season 14 finalists Ndlovu Youth Choir and released their re-imagined isiZulu version of Bohemian Rhapsody, backed by Queen's remaining members and the Freddie Mercury Foundation. The release earned global coverage from BBC News, The Times and NPR.
Virgin Music Group has also supported several partners who are at the forefront of the rising popularity of South Africa’s Lekompo genre, including Shandesh, Kharishma, Janesh and Mvzzle.
In addition, Virgin Music South Africa has extended its long-term partnership with Gallo Record Company. This agreement includes Content Connect Africa, an independent media and content business that has partnerships with major telecommunications networks.
Nicole Thomas moved to Virgin via the independent distributor Electromode, where she served as general manager. Prior to Electromode, she worked in studio management at CSR Studios, overseeing client relations, marketing & promotions, business development and operations.
Thomas also announced several promotions within the Virgin Music Group team in South Africa:
– Gareth Wilson has been promoted to general manager
– Nicola Chadwick has been promoted to head of business affairs & royalties
– Hlompho Motana has been promoted to senior business development manager
– Waide Lemos has been upped to head of label operations
PHOTO: Brendan Johnston
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