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V2 taps Sanders G.M.

V2 Records, the return of entrepreneur Richard Branson to the label wars, has tapped industry vet Richard Sanders as G.M. The nod marks the latest exec appointment to the new label’s ranks.

The well-liked and artist-friendly Sanders will handle the day-to-day operations of the label and report to label prexy Dan Beck.

The hiring of Sanders, an artist-development veep for Arista Records, had been expected (Daily Variety, Mar 3).

“Richard brings to us an artist-development and day-to-day business experience that is essential to building artists’ careers today and for the future,” Beck said. “The diversity of artists he has worked with represents his ability to individualize and personalize the artist development effort, which is an essential part of V2’s commitment to our artists.”

Sanders led Arista’s artist development efforts since 1992, where he was responsible for shepherding the careers of Whitney Houston, Sarah McLachlan and Annie Lennox, among others.

He also was charged with overseeing the marketing initiatives for Arista-distributed imprints LaFace Records, Bad Boy Entertainment and Rowdy Records.

Sanders, a former tour manager and accountant, perhaps is best known as founder of Loud & Proud Management, which he ran for eight years while handling the careers of Planet P Project, Eric Gales and multiplatinum rockers White Lion.

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