RCA Records recruits IAMSOUND founder Niki Roberton to the newly-created position of senior vice president of creative.
Based at RCA Records’ Los Angeles headquarters, Roberton will spearhead a shared strategy across the major music company’s creative direction, live events, experiential initiatives, and online content.
As svp of creative, Roberton and her team will work closely with Camille Yorrick, executive vp of visual content production, a statement reads. Also, her team will continue to lead on music video and visual content production for all screens.
Roberton has won several awards for her L.A. music and media company IAMSOUND, which she founded in 2007 and had success as the indie launching pad for such acts as Florence + the Machine, Charli XCX and Lord Huron.
As the business expanded, she scored points in the branding and marketing space with visual artists.
“Most ‘indie labels’ either move into management or move into publishing,” Roberton told Billboard in 2018 as the company launched a creative agency. “There aren’t many companies that have that. So we’re kind of in a unique position.”
Roberton would go on to work directly with labels and brands to build out marketing campaigns, both digital and experiential, with recent projects including Mitski and The Weeknd.
As a manager, Roberton represented a roster of creative directors and live show designers that worked with the likes of Olivia Rodrigo, Slowthai, Ellie Goulding, MØ, Madonna, Girl in Red, Griff, Tate McRae, 070 Shake, Angel Olsen, and Arlo Parks.
“When you see a rollout of a campaign that’s really cohesive, we really get interested and locked in,” she told Billboard in 2018. “It’s the sort of discombobulated, disjointed projects… we really notice that that’s the flaw with marketing campaigns. But it should be something that feels super on point and super-future and current.”
Roberton has won multiple Clio Awards, which recognizes innovation and creative excellence in advertising, design, and communication, thanks to her campaigns with Billie Eilish, Solange and others.
The creative all-rounder has also directed music videos and, as a consultant, worked with A24 on its record label and in a music marketing capacity with Riot Games.
She cut her teeth in the music industry scouting for Parlophone Records while studying fine art at university.