Music Industry Moves: Avex Music Group Partners With the Orchard

A new global distribution agreement between Japan's Avex Music Group and The Orchard will see the latter handle all future releases from Avex's extensive artist lineup. Announced by Avex CEO Brandon Silverstein, the partnership aims to significantly amplify the label's international presence. The first project under this deal will feature music from We the Band, known for their long-standing role as Justin Bieber's touring band. Silverstein highlighted the necessity of aligning with a distributor possessing a strong worldwide network, praising The Orchard's CEO Brad Navin for leading an organization with the expertise to grow global audiences. Such alliances are increasingly critical in today's fragmented digital landscape, where specialized distribution is key to cutting through the noise and maximizing reach.

Founded in 1988, Avex has grown from a music distributor into a diversified entertainment powerhouse with over 40 labels and reported revenues nearing $1 billion in 2024. In response, The Orchard's Brad Navin expressed enthusiasm for the collaboration, noting the deal is designed to introduce Avex's diverse catalog to new listeners internationally in 2026. Industry analysts point out that these partnerships often serve as a bellwether for market consolidation, as seen when Sony Music acquired a majority stake in The Orchard's parent company in 2015 to bolster its own distribution capabilities. This move by Avex follows a similar strategic logic, leveraging a partner's infrastructure to navigate the complexities of global music promotion more efficiently.

In executive news, Concord Music has promoted Andy Serrao to chief creative officer of its Concord Label Group. He will report to CEO Tom Becci and oversee A&R and marketing for imprints like Fearless Records, Concord Records, and Rounder Records. Serrao, who joined via Concord's acquisition of the punk-focused Fearless Records, rose to president and has been instrumental in developing acts such as Ice Nine Kills and The Pretty Reckless. Becci cited Serrao's hands-on leadership and talent development as key reasons for the promotion, underscoring Concord's strategy of cultivating leadership from within its network of acquired labels. This internal appointment reflects a broader industry trend where proven track records in niche genres are valued for driving overall label growth.

Leadership changes are also underway in live entertainment advocacy, with the National Independent Venue Association of California (NIVA CA) appointing Joe Rinaldi as its new president. Rinaldi, who manages San Diego's Music Box and is a national buyer for Mission Bayfest, succeeds a previous co-presidency model. A dedicated advocate since 2021, he aims to unify the state's more than 630 qualifying venues, promoters, and festivals into a resilient coalition. His appointment comes as venues grapple with post-pandemic challenges like soaring operational costs and evolving consumer habits. As one industry veteran noted, "Rinaldi's deep operational experience is exactly what's needed to translate advocacy into actionable policy that supports venue sustainability."

Further industry movements include Artist Partner Group naming Jos Watkin Vice President of A&R and international artist development, while promoting Tyler Borland to Director of A&R. Watkin joins from Polydor Records, where he worked with soul artist Elmiene, and brings prior experience from BMG. Concurrently, Big Loud Records has hired Jamie Younger as its new Vice President of Marketing in Nashville. Younger, previously at Core Records and with over a decade at Warner Music Nashville, was pivotal in the breakout success of country star Bailey Zimmerman. She will report to Senior Vice President Brianne Deslippe. These hires highlight a sustained industry emphasis on strengthening A&R and marketing departments to discover and break new talent in a saturated market.

A significant merger in music technology has united the fan engagement app Stationhead with the live video company Mellomanic under the Stationhead brand. The combined entity, backed by new investment from Sterling Partners and Universal Music Group, plans to create a unified platform for interactive artist-fan experiences. As part of the deal, David Rappaport, former COO of Global Touring at AEG Presents and head of Mellomanic, becomes CEO of Stationhead, while co-founder and recording artist Ryan Star assumes the role of chief creative officer. This consolidation points to the growing convergence of live streaming and social audio, which are becoming essential tools for artists to deepen fan relationships and generate revenue beyond traditional channels. The merger signals a strategic pivot towards hybrid audio-visual experiences, which experts believe will define the next phase of direct-to-fan engagement.