Nicki Shamel Named Head of TuneCore US

Nicki Shamel has been announced as the Head of TuneCore, US, which is owned by Paris-based digital music company Believe.

The role:

• Shamel is responsible for managing TuneCore’s artist roster.

• She will champion the TuneCore suite of products and services to aid independent artists, including TuneCore Accelerator and TuneCore’s Advanced Trends and Analytics dashboard.

• Shamel will also oversee a team of employees dedicated to artist acquisition, growth and development strategy throughout the US.

• She will be based in TuneCore’s New York headquarters.

Bigger picture:

• As per its press release, TuneCore says Shamel’s appointment “marks a strategic move to deepen the company’s impact in the US.”

• The exec will help drive TuneCore’s mission of empowering self-releasing artists at every stage of their careers, with an emphasis on growth and opportunity in the US market.

Backstory:

• 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.

• Other prior positions include international marketing and sales roles at Sony Music, and she began her career in digital marketing at Primary Wave Music.

What they said:

• Brian Miller, TuneCore’s Chief Revenue Officer: “As we make artist development a core focus, Nicki brings the expertise needed to connect strategy with impact.”

• He adds: “Her proven track record of empowering artists makes her the right person to lead this next phase and ensure our teams, services and programs are driving real, long-term growth for independent creators.”