Virgin Music Group, Universal Music Group’s (UMG) independent music division, has appointed Adrian Pope as its Executive Vice President (EVP) of Digital Business & Global Partner Relations. In this key leadership role, Pope will spearhead global digital strategies, strengthen relationships with key digital partners, and enhance Virgin’s collaboration with the independent music sector.
Pope, a seasoned executive with extensive experience in the independent music space, transitions to Virgin Music Group from his previous role as Chief Digital Officer and Managing Director at [Integral], the label and distribution services arm of [PIAS]. His tenure at [PIAS] saw him work closely with prominent independent labels, including Domino, Ninja Tune, Partisan, Epitaph, Warp, and Mute, alongside artists such as Arlo Parks, Cigarettes After Sex, and Nick Cave.
At Virgin, he will be based in the London headquarters, where he will play a pivotal role in aligning [Integral]’s operations within the larger Virgin Music Group framework. His appointment is expected to boost Virgin’s global digital footprint, enhancing support for independent artists and labels worldwide.
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Expressing excitement about his new role, Pope emphasized his commitment to empowering independent music entrepreneurs. He highlighted Virgin Music Group’s unique position as a bridge between major digital platforms and independent creators, stating that the evolving landscape of the music business presents significant opportunities for innovation and growth.
With Pope at the helm of digital business and partnerships, Virgin Music Group aims to solidify its reputation as a powerhouse in the independent music industry, providing unparalleled resources for artists and labels in the digital age.
