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Leading global music distributor The Orchard, a subsidiary of Sony Music Entertainment, announced today details around its new Ad Sales division, which will work to connect brands and advertisers to larger audiences through utilizing The Orchard’s extensive YouTube portfolio. Eric Tjahyadi has joined the company as Vice President, Ad Sales, to lead the new department, and will report to Mathew Reiffe, The Orchard’s Senior Vice President, Global Business and Partner Development.

Prior to joining The Orchard’s newly created ad sales division, Tjahyadi led west coast sales at BroadbandTV and spent nine years at NBCUniversal as a multi-platform digital specialist, where he was a part of NBCUniversal’s TV Everywhere initiative and first splash into YouTube & Snap original programming.

The Orchard owns and operates the third largest music video portfolio on YouTube, and represents artists and channels across all genres. Included in the network are artists like Bad Bunny, Ozuna, Duki, Nio Garcia, Yandel, Anuel AA, Alan Walker, and leading entertainment companies such as Vietnamese-based Thuy Nga and top children’s network The Kiboomers. The Orchard has the top Spanish Language and Regional Mexican Music portfolios on YouTube, as well as the leading Portuguese Music portfolio in the US, led by the Brazilian powerhouse KondZilla. Comscore data highlights The Orchard as over-indexing in key multicultural categories, including bilingual audiences, LatinX audiences, and Black/African American audiences. 

The Orchard’s newly launched division has already generated successful campaigns with brands like Toyota, Universal Pictures, Jack in the Box & Wells Fargo. The Orchard has enabled these brands to reach valuable and highly sought after multicultural audiences in the US.

“In light of increasing demand for premium multicultural content in the ad marketplace, I am proud to represent The Orchard’s diverse portfolio of global music artists that exemplifies quality, engagement, and cultural resonance,” said Eric Tjahyadi, VP, Ad Sales, The Orchard.  “Multiculturalism is at the core of every marketer’s conversation today and it has never been a more important time to be a part of this movement.”

“With a global portfolio of highly sought after premium music video content, we’re able to offer advertisers the ability to reach segments of consumers at a scale that others are unable to.” said Prashant Bahadur, EVP, Head of Strategy, The Orchard. “The early momentum we’ve had so far in the current ad marketplace only proves that the demand for multicultural and globally influenced premium content has never been more in demand and we are open for business.”

For more information on The Orchard’s Ad Sales offering please click here.

About The Orchard
The Orchard is a leading music distribution company operating in 45 offices worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit www.theorchard.com.

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The Orchard today announced KGV Kiran Kumar has joined the company as the Country Head, India. KGV will head all business operations for the territory and report to Prashant Bahadur, The Orchard’s EVP, Head of Strategy. Based in Mumbai, India, KGV will utilize his expertise to expand The Orchard’s business and growth strategy across the key global music territory. 

KGV comes to The Orchard with two decades of cross-industry experience in banking, telecom, tech and music. Most recently, he was the Distribution Director – Label & Artist Solutions, India, at independent distributor Believe, where he led robust growth over three fiscal years while mentoring and managing a large team. KGV has also held previous roles at leading record label Saregama India, Onmobile Global LTD., VoiceGate Technologies, Bharti Airtel and ICICI Bank.

 “I am both delighted and honored to join The Orchard family,” said KGV Kiran Kumar. “It is a great time for the Indian music industry with the rise of regional music, increasing collaboration opportunities for artists, emergence of short format social music and a progressive shift in consumer behavior towards music consumption setting a level playing field. With The Orchard’s comprehensive suite of services I’m looking forward to helping create an innovative global pipeline of audience development for local artists and labels backed by premium distribution services.”

“KGV’s expertise in the market is invaluable, ” said Prashant Bahadur, EVP, Head of Strategy, The Orchard. “India is a key growth territory for The Orchard, and KGV is a vested local player who understands long-term strategy and the growing music scene while delivering results. We are happy to welcome him to The Orchard family.”

About The Orchard
The Orchard is a leading music distribution company operating in 45 offices worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit www.theorchard.com.

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Maik Pallasch Joins The Orchard As The Managing Director of GSA, Eastern Europe and Russia

(New York, NY – 15.09.2021) – The Orchard today announced Maik Pallasch will join the company as the Managing Director, GSA, Eastern Europe and Russia on October 1st. Based in Berlin, Germany, Maik will succeed music veteran Manlio Celotti, The Orchard’s current Managing Director for the territory, who will transition to a Senior Consultant role starting in 2022. In his new role, Manlio will continue to provide strategy and support to The Orchard’s executive team and key clients. Both Maik and Manlio will work in tandem to provide expertise in the territory through the end of 2021. Maik will report to The Orchard’s Chief Operating Officer, Colleen Theis.

Maik brings extensive leadership experience to The Orchard, most recently as the Head Of Music GSA at Spotify, Berlin, where he led the music functions for GSA including editorial, and artist & label partnerships, while continuing to develop overall strategies for the GSA marketplace. Prior to Spotify, Maik was the Managing Director, GSA for BMG Rights Management, and has held creative and management roles at Sony Music Publishing Germany, Miraumusik Records & Publishing, B612 Publishing, Suction Records, Pilatuspool Studios and Motor Music.

“I am very much looking forward to working with the team, and artists and label partners at The Orchard,” said Maik Pallasch. “It’s impressive to see how The Orchard is positioned with its great team, leading technology and international reach. The company has continued to provide the tools to help navigate the current and future challenges client partners face in this ever-changing music market. I am very grateful that Manlio, who has played a vital role in the success of The Orchard, will remain on board through the end of 2021.”

“The past seven years at The Orchard have been incredible. I’m honored to be part of such a dynamic global team,” said Manlio Celotti. “Most importantly, I am proud of what we’ve built locally. The team has hit milestones, broken records, successfully integrated businesses and contributed to the growth of the company in the GSA, Eastern Europe, and Russia territories. I see my ‘start up’ mission as complete, and will be stepping down to give myself more private time, while continuing to support the company’s global vision. Maik’s experience is perfect to take The Orchard to the next level. I cannot think of a better person to lead the charge as the new Managing Director and I am honored to welcome him to the company.”

The Orchard
The Orchard is a leading music distribution company operating in 45 markets worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit www.theorchard.com.

Rimas Entertainment To Form New Independent Label SONAR in Partnership with The Orchard

The Orchard today announced details around its global distribution partnership deal with Rimas Entertainment. Started in 2014 by Noah Assad, Rimas Entertainment boasts an artist roster that includes Bad Bunny, Jowell & Randy, Arcángel, Eladio Carrión and more. Under the distribution agreement, Rimas Entertainment’s entire artist roster will have access to The Orchard’s full suite of artist and label services.

Furthermore, Rimas Entertainment is creating a new company called SONAR, a label, in partnership with The Orchard, that is dedicated to distributing music for independent artists. With this new venture, Rimas and The Orchard will use their respective strengths around release strategy, distribution, and artist development to support new and emerging artists throughout Latin America.

In 2020, Rimas Entertainment soared throughout global music markets with the releases of Bad Bunny’s YHLQMDLG, LAS QUE NO IBAN A SALIR, and EL ÚLTIMO TOUR DEL MUNDO, which is the first all Spanish album to hit No.1 on Billboard’s Top 200, as well as Bad Bunny being named the publication’s Top Latin Artist of 2020.

This global distribution agreement will also cover Rimas Entertainment’s catalog material and new projects. Additionally, Rimas Entertainment’s artists’ YouTube channels will become a part of The Orchard’s Multi-Channel Network.

“I feel incredibly grateful for this new partnership with The Orchard family,” said Noah Assad, CEO, Rimas Entertainment. “I’m so thankful to join forces with The Orchard’s incredible teams, including Brad Navin and Jason Pascal. Now that we have finally joined forces, we are extremely happy to begin this new journey and eager to continue bringing more music to the world.

“The Orchard along with Noah’s creative vision will give these artists the tools to further break barriers through the power of their music,” said Brad Navin, CEO, The Orchard. “The landscape of global music has changed and fans are looking for new sounds to experience. Together, we are creating a pipeline for these artists to build a more diverse fan base and audience.”

About The Orchard
The Orchard is a leading music distribution company operating in 45 markets worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit www.theorchard.com.

IMMEDIATE RELEASE

Naledi Nyahuma Seck Named Vice President of Diversity, Equity & Inclusion at The Orchard

The Orchard today announced Naledi Nyahuma Seck has joined the company as Vice President, Diversity, Equity & Inclusion. Based in Los Angeles, Nyahuma Seck will report to Colleen Theis, The Orchard’s Chief Operating Officer, and work closely with Tiffany R. Warren, Executive Vice President, Chief Diversity and Inclusion Officer at Sony Music Group. In her newly appointed role at The Orchard, Nyahuma Seck will continue the company’s diversity and inclusion initiatives, and establish talent pipelines and employee development programs. 

“We will continue to focus on instituting fair practices across the board, and making The Orchard a place that truly fosters equity and inclusion,” said Colleen Theis, Chief Operating Officer, The Orchard. “We launched our employee-led Council for Equity and Progressive Action,  which has rolled out many new initiatives over the past year.  We’re excited to welcome Naledi as she brings her experience, passion and leadership alongside our company’s vision for a diverse and inclusive workplace.” 

“The Orchard has demonstrated a commitment to empower artists and labels, uplift employees, and inspire fans to create a more equitable society. These are commitments and values that I personally believe in, and am invested in,” said Nyahuma Seck. “Music is a valuable connector of people. As we record this chapter in history, it is imperative that we show compassion while we educate and elevate our communities, and take collective action through our efforts in diversity, equity, and inclusion. I am honored to join The Orchard.”

“I look forward to partnering with Naledi to keep cultivating intentional and long-lasting change within Sony Music Group and the industry at large,” said Tiffany R. Warren, Executive Vice President, Chief Diversity and Inclusion Officer at Sony Music Group. 

Prior to joining The Orchard, Nyahuma Seck served as Senior Director, Diversity, Inclusion & Belonging at Universal Music Group. She managed a team of diversity advisors for the Company’s labels and business units since 2019. During her time there, she also served as the Co-Chair of Internal/Institutional Change for Universal Music’s Task Force for Meaningful Change. Prior to her work at Universal Music, she held positions at AEG, The Recording Academy and more.

About The Orchard
The Orchard is a leading music distribution company operating in 45 markets worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit www.theorchard.com.

 The Orchard Forms Strategic Partnership with Mass Appeal Records Founded by GRAMMY-Award Winning Rapper Nas

(New York, NY ) – The Orchard today announced a strategic partnership with Mass Appeal Records, a record label led by GRAMMY-award winning Hip-Hop legend Nas. Through this partnership, Mass Appeal Records will sign and develop artists directly, utilizing The Orchard’s comprehensive suite of services and global value proposition, along with Mass Appeal Records’ expertise. 

Mass Appeal’s artist roster will have access to The Orchard’s label and artist services, which include full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, radio and more. Additionally, Nas will release new music through the venture. 

Some of Mass Appeal’s notable roster includes Dave East, and DJ Shadow along with successful album releases like Run The Jewels’s RTJ2, and Nas’s NASIR, The Lost Tapes 2, and King’s Disease. Mass Appeal’s work spans into the television and film sector with original music for projects like HBO’s Silicon Valley, Netflix’s The White Tiger and 40-Year-Old Version, while also covering the video game industry with placements in the Grand Theft Auto V and the NBA2K franchises. 

  “This is a full circle moment for me,” said Nas. “To come back to Sony Music with my own label is a major milestone. We see this multi-phase initiative as an opportunity to continue to push the culture forward, educate, and inspire. It’s what we do it for, I couldn’t be more excited.”

 “We are thrilled to be reunited with the team at The Orchard, said Peter Bittenbender, CEO, Mass Appeal. “What Brad and his staff have built over the past few years is beyond impressive, and we can’t wait to help supercharge their place in Hip Hop with all the incredible talent and projects we have lined up, including a major project for our Hip Hop 50 platform.” 

“Nas, Peter and the Mass Appeal team have built an invaluable community that supports and cultivates artist creativity,” said Brad Navin, CEO, The Orchard. “As a company and strategic partner, The Orchard will continue to empower and reinforce their creative vision, and help all artists under the partnership expand their global reach.”

About Mass Appeal
Mass Appeal is an entertainment company dedicated to telling stories from the perspective of those who shape and shift culture. Since 1996, we have documented the emerging movements that influence popular ideas. Today, Mass Appeal is the elevated voice of Hip Hop and its ever-expanding sphere of influence. Integrated offerings in content, music and creative services stoke Mass Appeal’s ability to maximize the impact of our output. Our diverse school of thought separates us from friends and foes alike.

About The Orchard
The Orchard is a leading music distribution company operating in 45 markets worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit www.theorchard.com.

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AWAL Will be Stand-Alone Artist Services Offering, Powered by The Orchard 

Independent Artists to Benefit from Investment and The Orchard’s Technology to Expand AWAL’s Geographic Reach and Services 

New York, NY – Sony Music Entertainment (SME) today announced  it has entered into a definitive agreement with Kobalt Music Group Ltd (Kobalt) to acquire  Kobalt’s recorded music operations, including AWAL, a leading provider of services to  independent recording artists, and Kobalt Neighbouring Rights, one of the leading  performance rights collection agencies for artists and independent labels worldwide.  

AWAL and Neighbouring Rights will become a new division within SME’s suite of  independent artist and label services offerings and will be enhanced by the technology  and network of SME’s independent music distribution company, The Orchard. Lonny  Olinick will remain AWAL’s CEO. 

AWAL—created to provide global services to independent-minded artists, while offering  unique and flexible agreements—will continue to sign, develop and market its own artists.  AWAL services include global marketing, creative, synch and brand partnerships, radio  promotion and distribution as well as access to real-time comprehensive music analytics.  Connecting AWAL with The Orchard rounds out SME’s expanded support and services  opportunities for record labels as well as DIY artists. 

As part of SME’s global company, AWAL’s extensive roster of artists will have access to  an expanded network of resources and partnerships around the world. SME’s continued  support of the independent music market through its investment to grow AWAL’s service  offerings will create more opportunities for artists to reach fans globally, enabling more  paths to market for artists than ever before. Additionally, AWAL artists will be able to  capitalize on SME’s and The Orchard’s global distribution footprint.  

In making the announcement, Rob Stringer, Chairman, Sony Music Group said, “Our  investment in AWAL’s continued growth gives us another level of service to offer the  independent music community. With their flexible solutions to building artist careers,  together we will offer creators more exciting choices to connect with their audience  worldwide.” 

Said Brad Navin, CEO, The Orchard, “The Orchard’s comprehensive offerings, global  footprint and technology will contribute to AWAL’s continued success. We will give more  artists a transparent, global solution and access to multiple touch points to release their  music however they choose.”

Lonny Olinick, CEO, AWAL said, “The AWAL team has futuristically enabled artists to  deliver their creative vision since its inception. Now, as part of the global Sony ecosystem,  we can dramatically expand on this vision for them. We are also excited to build on our  innovative neighboring rights as well as DIY platforms with extended support from The  Orchard.” 

Kobalt’s Neighbouring Rights division, led by CEO, Ann Tausis, is the leading  administrator of neighboring sound recording rights with its direct relationships with global  collection societies. The Neighbouring Rights business has grown to represent more than 2,000 performers. With this agreement, SME artists and The Orchard distributed labels  will be able to partner with Neighbouring Rights to capitalize on its infrastructure and  collection network. 

The acquisition is subject to customary regulatory and closing conditions.

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