Arista ups Bartels to sr. VP

Exec to o'see ops for top 40, rock, adult, other genres

NEW YORK — BMG Entertainment’s Arista Records has tapped Steve Bartels as senior vice president of the label, home to such multiplatinum acts as Santana and Whitney Houston.

Bartels will oversee the day-to-day operations of several Arista music genres, including top 40, rock, adult contemporary, dance, rhythm and crossover. He will also run the label’s promotion and video licensing efforts.

In addition, Bartels will be in charge of Arista’s special markets division, which includes song licensing, marketing and new business development.

Exec joined Arista in 1993 as veep of the special markets unit. He was promoted to senior VP of that division in 1998.

Special markets was set up in part to administer Arista’s joint ventures with Antonio “L.A.” Reid’s LaFace Records and Sean “Puffy” Combs’ Bad Boy Records, Bartels told Daily Variety.

Arista founder “Clive Davis brought me on at Special Markets in ’93 when it was pretty much just me,” he said. “Since then it has developed into an important segment for the company.”

Prior to his tenure at Arista, Bartels was senior national director of promotion at Universal Music’s A&M Records, where he ran promotion for such acts as Sting, Amy Grant and the Gin Blossoms.

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