LaFace firms Shimmel hire as label’s COO

Personal manager Mark Shimmel is folding his management tent to join LaFace Records as chief operating officer.

LaFace, the highly successful label launched four years ago by Antonio (L.A.) Reid and Kenneth (Babyface) Edmonds, is currently among the hottest pop/R&B outfits in the music business, with Toni Braxton leading the roster.

Shimmel, whose client roster boasts LaFace artist and Grammy nominee Tony Rich, among others, will oversee promotion and marketing, as well as the overall operation of the label.

Atlanta move

The seven-figure pact will see Shimmel shuttering his management banner and relocating to LaFace’s Atlanta headquarters, sources said.

Label chief Reid, with whom Shimmel will work closely and who has been primarily responsible for the label’s day-to-day operation, endorsed Shimmel and said the label “could benefit from Mark’s vision and talent.”

Experience gained

“Mark is a truly talented manager and it has been an incredible process to work with him through the suc-cess of (Rich),” said Reid. “He’s acquired the kind of experience that doesn’t come easily and he knows how to strongly interface with every department of the label.”

Edmonds will continue to function as a producer-at-large, producing and writing for some of the label’s artists in addition to his work with outside acts.

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