Theda Sandiford Upped To SVP/International Commerce & Digital Marketing For Republic, Island And Def Jam

Theda Sandiford

UMG VP/Commercial Partnerships THEDA SANDIFORD has been promoted to SVP/International Commerce & Digital Marketing at REPUBLIC RECORDS, ISLAND RECORDS and DEF JAM RECORDINGS, effective immediately. She will lead global consumer marketing and commercial strategies to expand the opportunities for artists signed with the three labels to engage their fans and attract new audiences through a broad array of experiences. 

“The REPUBLIC, ISLAND and DEF JAM INTERNATIONAL Team prides itself on always adapting to the ever-changing landscape of the business and how we break artists globally," REPUBLIC, ISLAND and DEF JAM EVP/International Marketing MICHAEL ALEXANDER said. "THEDA is a pioneer in the digital marketplace and constantly innovating and identifying new ways to break artists. I’m thrilled to welcome her to the team.”

“This is a very exciting time in the music industry,” SANDIFORD said. “With streaming there are fewer barriers to reach territories and cultures around the world, enabling us to introduce artists to new audiences like never before. REPUBLIC, ISLAND and DEF JAM take a global view of this immense opportunity and I’m thrilled to help their artists engage with fans in new ways that lead to even greater levels of success.”

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