whynow Media Taps Beth Kessenich to Drive Music Partnerships in North America

New VP to drive sales and business development across music and culture

London headquartered multimedia group and production company whynow has appointed Beth Kessenich Vice President of Sales & Business Development, North America, as it increases its focus on music-led content, brand partnerships and commercial growth.

The role:

Kessenich will be responsible for building revenue across the US, with a focus on developing partnerships with record labels, streaming platforms, artist teams and music-focused brands.
She will develop campaigns tied to key industry moments such as album releases, tours, and global festivals, while also connecting whynow’s content output with its growing commerce and merchandise business, creating integrated opportunities for music partners.
Also under her remit, scaling Great Big Story – the company’s global storytelling brand and content studio – as a premium content and commercial platform for the music industry.
She will be based in New York, and report to whynow’s Managing Director of Publishing Platforms, Jeff Nathenson.

Backstory:

Kessenich has more than 15 years of experience across media, journalism and commercial strategy.
Most recently she spent four and a half years at Optimum Media (formerly Altice USA), the parent company of Cheddar News, rising from Sales Manager to Sales Director.
Prior she was Head of Brand Content & Partnerships at Brut Media.
The company says she has always “specialized in building campaigns that sit at the intersection of music, culture and commerce.”

What they said:

Jeff Nathenson, Managing Director of Publishing Platforms at whynow: “Beth brings a rare combination of editorial instinct, commercial acumen and deep relationships across media, brands and agencies. As we continue to build whynow and Great Big Story in the US, particularly across music and culture, her experience in creating high-impact, content-led partnerships will be invaluable. The music industry is increasingly driven by storytelling, audience engagement and multi-platform reach, areas where we see huge opportunity. Beth is perfectly positioned to help us scale those relationships with labels, artists and commercial partners, and to accelerate our growth in the market.”