Following the example of its bustling Nashville division, BMG is moving headfirst into its focus as a frontline label and investing heavily in developing U.S. acts.

Less than six months after Jon Loba was promoted from president of BMG Nashville to president of frontline recordings at BMG North America, he now expands his reach to president of frontline recordings, The Americas, to include Brazil under his watch. He will oversee new releases across all genres, including pop, rock, R&B/Hip-Hop, country and Latin.

“We’re going to become much more frontline focused,” Loba tells Billboard. “There’s a reallocation of resources to the U.S. We’re going to be much more frontline competitive, including building out our LATAM division.” 

The move comes with a heavy investment in A&R, A&R research and digital resources, with BMG doubling the dollars it had been spending on U.S. signings and acquisitions. “The whole idea of putting me in this position was [BMG] very much wanted the rest of the U.S. to match the culture of Nashville and how we broke acts,” Loba says.

BMG’s country division has been a frontline powerhouse with such platinum artists as Jason Aldean, Jelly Roll, Lainey Wilson, Parmalee, Dustin Lynch and Blanco Brown, while the non-country genres were “focused on acquisition and established artists,” Loba says. “We want to be intentional about growing organically, as well as being a home for new viral acts.”

Running BMG Nashville has taught Loba that “the icons come from fringes” and copycats need not apply. “We want to be a home for artists that maybe don’t easily find a home elsewhere or that others don’t immediately see the value in,” he says. “We want to be home for a different perspective, a different voice.” 

Part of BMG Nashville’s success has come from the strength of its radio promotion team, and Loba expects that team to work to select non-country records going forward. “Radio tends to be the rocket fuel of streams too,” he says. “You may have streaming airplay for a certain amount of time without radio’s involvement, but I still don’t know an artist who doesn’t care about radio airplay, so to be attractive to our current and potential artists, you can’t afford not to have a radio presence.”

BMG expects to still be very involved in the acquisition space, with the focus on signing new acts coming as an additive to the existing business. According to its 2023 year-end report, the Berlin-based BMG made 30 acquisitions last year as revenues grew to 905 million euros (the equivalent of $986 million), up 4.6% over 2022. Among its main acquisitions were the purchase of Paul Simon’s royalty income in his Simon & Garfunkel recordings as well as acquiring the catalog of British rock band The Hollies.

Unlike a number of labels that are combining frontline and catalog operations, BMG’s will remain separate (even though, before new BMG CEO Thomas Coesfeld took over last July, the plan had been to unite the two). Thomas Scherer, who formerly ran the publishing division, is now head of global recorded catalog. According to the 2023 report, recordings account for 34% of BMG’s revenue, 61% comes from publishing and the remaining 5% comes from broader rights. 

Loba has also set his executive team, many of whom are refining their duties. Below are the key members of his team and their defined roles.

*JoJamie Hahr, executive vp of recorded music, BMG Nashville, will oversee day-to-day management of BBR Music Group and its three imprints, which are home to such acts as Jelly Roll, Aldean and Wilson. Hahr, who joined the company in 2017, reports to Loba.

*Zarah Ortiz, vp of repertoire and campaign management, will oversee BMG’s building presence in Latin American markets including Mexico and Brazil and such genres as Afro-pop. Based in Miami, Ortiz, who oversees a team in Mexico, reports to Loba, as does GM Daniel Fernandes in Brazil.

*Dan Gill, executive vp of recorded music, West Coast, will oversee the pop, rock, R&B/Hip-Hop and international outbound repertoire. Gill, who joined BMG following its 2014 acquisition of Vagrant Records, led the success of such acts as blink-182 and LP at BMG and will lead the campaign on upcoming releases from YG, Chief Keef, Wiz Khalifa and others. He reports to Loba.

*Gill’s direct reports include Cyndi Lynott, senior vp of marketing, who will lead BMG’s recorded frontline strategy for pop artists including New Kids on the Block and The Script; Sean Heydorn, senior vp at Rise Records, who will now lead all rock frontline efforts, including Rise’s roster and BMG rock acts Godsmack, Lenny Kravitz and Sum41; Shane Cosme, senior vp of international marketing for BMG U.S., who will be responsible for handling U.S. repertoire outside the United States; and Tim Reid, senior vp of repertoire & marketing, who will oversee R&B/Hip-Hop in the United States as well as handle RBC Records, home to Chief Keef and Run the Jewels. Reporting to Reid is Jecoure Lemothe, vp of A&R and marketing, who will also handle day-to-day operations for RBC Records. Lynott, Heydorn, Cosme and Lemothe are L.A.-based, while Reid has relocated from L.A. to Nashville.  

*Bryan Columbus, vp of recorded music, Canada, reports directly to Loba; he returns to BMG following a stint at Concord Label Group. Before Concord, Columbus led Canadian market campaigns for Nashville’s Broken Bow Records Music Group through BMG’s partnership with Black Box Music.  

Loba hints there will also be more changes coming, including additions to the frontline, global and U.S. teams.