Sylvia Rhone unveils Sony Music venture

Former Universal Motown topper to head Vested in Culture label

Sylvia Rhone’s long-simmering Sony Music Entertainment venture was finally unveiled officially Wednesday, as the former Motown exec’s Vested in Culture (VIC) announced its initial talent slate.

As head of the New York-based company, Rhone will head day-to-day operations of the joint venture and report to Epic Records chairman-CEO L.A. Reid.

VIC’s roster will include Miami-bred Latin pop singer Kat Dahlia, Danish indie pop duo Quadron, New York R&B singer-songwriter Deon Young, Swedish pop singer-songwriter Sebastian Mikael and Los Angeles rappers Casey Veggies and Cashius Green.

Sony Music CEO Doug Morris said in a statement, “Sylvia is one the most talented and gifted creative executives in the industry. She is a proven success who time-and-again has displayed a special understanding of how to inspire great artistry and develop hits. We are excited to be working with her on this new venture, and we are proud to call her a member of the Sony Music family.”

Almost a year ago, reports surfaced that Rhone would be joining Morris, her former boss at Universal Music Group, in a new venture at Sony. She will be serving under another former top UMG exec, Reid, who segued to Epic after seven years at the top of Island Def Jam Music Group.

Before serving as president of Universal Motown Records, Rhone was chairman-CEO of Elektra Entertainment Group.