Warner Bros employs Artists to Watch to identify future streaming hits
Warner Bros Records has launched a new label imprint called Artists to Watch designed to root out singles which have the potential to grow into global streaming hits.
Managed by Kieron Donoghue, vice president of global playlists strategy and curation, at Warner Music, the initiative will build on the success of Marc's ‘Show You The Light’, which subsequently racked up over 12m Spotify streams.
Phil Christie, president at Warner Bros. Records UK, commented, “Kieron has a great perspective on the streaming marketplace and the fact that hit tracks can now come from almost anywhere. Artists To Watch Records will find fresh talent, react quickly and harness the power of streaming to help create big hits.”
Donoghue added: “Artists To Watch will use algorithms that we’ve developed to make sure we’re early to tracks that are starting to heat up.
“We can then support artists with marketing and through our wide range of global playlists to help the songs get lots of attention. Phil has been instrumental in helping this innovative imprint take shape and I’m looking forward to delivering some smash hits.”
Warner Bros, whose artists include Biffy Clyro, Blur and Cher, is seeking to innovate from VR to chatbots and hackathons.