Telegraphing the growing importance of music placement in film, TV and other media, Kevin Weaver has been promoted to executive VP at the Atlantic Records Group.
Weaver, most recently senior VP, oversees creation and placement of Atlantic-affiliated music and artists in visual media, including movies, TV and videogames. He develops and oversees soundtrack projects, strategic alliances and licensing and marketing initiatives, reporting to Atlantic Records Group chairman-CEO Craig Kallman and chair-chief operating officer Julie Greenwald.
“Media opportunities beyond the scope of radio have become increasingly important to us,” Weaver told Daily Variety. “There are tremendous opportunities in the film, TV and videogame landscape.”
Weaver cited English vocalist James Blunt as an artist whose use in movies and TV — some 40 placements — not only supplied the company with additional revenue but helped launch his 2005 breakthrough, “You’re Beautiful,” on pop radio.
“It helped drive the record through the building,” he said.
Weaver’s recently established music publishing co-venture with Atlantic led to the signing of Swedish singer-songwriter Sofi Bonde, also inked to a wide-ranging deal with the label. The artist’s music has already been featured in series “Melrose Place,” “90210,” “The Hills” and “More to Love.”
Bonde is recording her debut Atlantic album. “The record’s paying for itself with these placements,” Weaver said.
Before his elevation to Atlantic senior VP in 2006, Weaver was senior VP of strategic marketing and soundtracks at the company’s Lava Records imprint, where he had a number of A&R and soundtrack-related roles. He began his music career at Atlantic in 1994.