In his first major move since becoming the global chief of BMG Entertainment, Strauss Zelnick has upped Kevin Conroy to senior veep of worldwide marketing.
The move, which significantly expands Conroy’s role within the music group, recognizes the groundbreaking marketing plays that he orchestrated as domestic marketing chief, many of which were later emulated by competitors.
Conroy, who was previously senior veep of marketing for the domestic side of BMG Entertainment, will oversee all of the conglom’s marketing efforts. He will work closely with Gary Dale, who was recently named senior veep of marketing for BMG Entertainment Intl.
“Kevin’s focus, creativity and management ability have helped enable BMG in North America to be on the cutting edge of marketing initiatives in the entertainment industry by packaging our artists in unique and different ways,” said Zelnick, prexy/CEO of BMG Entertainment. “In promoting Kevin to this new role, it is my expectation that he will bring the same kind of success to our marketing activities around the world.”
Under Conroy’s aegis, BMG led the charge in tapping emerging technologies to tout its artists and helped structure the company’s involvement in the Internet, E-commerce and electronic distribution.
BMG established the first genre-based music sites on the World Wide Web, was the first to link its artists’ releases with America Online, and oversaw the creation of the first co-branded credit card tied to a music conglomerate that offered consumers rewards and discounts on products and merchandise from BMG family artists.
“We have an amazing collection of creative assets at BMG, and there are an enormous number of opportunities for us to promote our artists and their music in new ways,” said Conroy. “I look forward to working closely with our marketing teams around the world to build on their success, and hope to bring the same kind of creativity to our marketing programs worldwide that our artists bring to their music.”
Conroy has also been charged with creating strategic alliances and marketing partnerships as part of a conglom-wide effort to expand the company’s core business assets while increasing sales of artists’ music.
The latest example of a Conroy-led link is BMG’s helping launch AT&T’s service, dubbed a2bMAIL. The service enables visitors to BMG’s music Web sites to receive samples of music from some of BMG’s top artists via e-mail.