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Arista taps Shimmel

Exec to be senior VP of marketing and artist relations

NEW YORK — Arista Records has named Mark Shimmel senior VP of marketing and artist relations, reporting to label head Antonio “L.A.” Reid.

In his newly created, New York-based post, Shimmel will take up product development and marketing duties for all Arista artists and act as a day-to-day liaison between the label and its talent roster.

Shimmel, who came on board at the BMG imprint when Reid was tapped to run it in July 2000, has worked as senior veepee of artist relations for the past year and a half. Before that, he had been chief operating officer of Reid’s LaFace Records imprint since 1997.

Exec spent the late 1980s and early ’90s as an agent and manager, eventually running his own firm, Mark Shimmel Management, from 1996-97.