Executive Turntable: Legends + ASM Global Names Marketing Chief, Plus Outback Elects President

Welcome to another Executive Turntable, Billboard’s weekly compendium of promotions, hirings, exits and firings — and all things in between — across the music business. Later, carve out some time today to peruse our annual list of the industry’s top whippersnappers (aka 40 Under 40).

Matt O’Neil is now chief marketing officer of the combined Legends + ASM Global. A seasoned sports and entertainment marketing executive, O’Neil joined Legends in 2022 as chief content & experience officer and has since led successful strategies that expanded the company’s client base and revenue. In his new role, he’ll oversee all marketing, creative, content and event initiatives, focusing on enhancing customer experience and driving growth. O’Neil previously held key leadership roles with the Dallas Cowboys and New York Red Bulls, where he developed fan engagement and branding strategies. His appointment follows Legends’ 2024 acquisition of ASM Global from AEG and Onex, forming a powerhouse that now operates iconic venues including Crypto.com Arena, Soldier Field, and AO Arena. CEO Dan Levy praised O’Neil’s expertise in fan experience and storytelling, saying his background “makes him the right person to shape our unified identity and help our clients thrive in an increasingly competitive landscape.”

Armada Music Group named industry veteran Maarten Steinkamp as interim president, a new gig designed to support the company’s next phase of growth. Previously serving as an interim board consultant, Steinkamp will now lead efforts to strengthen internal operations and prepare Armada for future expansion. He’ll report directly to CEO Maykel Piron and be based in the Netherlands. Steinkamp brings extensive global experience, having held top leadership roles at BMG and Sony BMG Europe, where he was president of BMG International and chairman/CEO of Sony BMG Europe. Founded in 2003 by Armin van Buuren, Maykel Piron and David Lewis, AMG encompasses Armada Music, BEAT Music Fund and Armada Music Publishing. Piron praised Steinkamp’s “leadership, strategic insight, and deep understanding of our industry,” adding, “with Maarten’s continued support, I’m confident we will unlock new opportunities together and take Armada Music Group to even greater heights.”

ALL IN THE FAMILY: Rolling Stone appointed Gus Wenner as executive chairman and Julian Holguin as CEO. Wenner, who has led the company since its 2017 sale to Penske Media, will now focus on strategic vision and new ventures. Under his leadership, RS expanded its digital presence, launched live events and film divisions, and earned prestigious awards, including National Magazine Awards and an Emmy. Holguin brings extensive experience from another Penske pub, Billboard, where he led major mergers and revenue growth across advertising, events and licensing. He also served as CEO of Doodles, a next-gen entertainment studio. As CEO, Holguin will oversee the brand’s business operations and report to Penske Media CEO Jay Penske. “Rolling Stone is poised for continued success leveraging Gus’ deep experience and vision for the brand and Julian’s keen business instincts and passion for innovation,” said Penske. “Rolling Stone will continue its rich legacy of world class journalism and culture shaping conversation while creating new avenues for growth” … Congrats to PMC vice chairman Gerry Byrne, who received the Ellis Island Medal of Honor, an award recognizing individuals for their leadership and service across diverse fields. 

Matt Harmon is the new head of rights development at Exceleration Music, an investment fund supporting indie music artists and labels. In this role, he will oversee label operations, A&R development, marketing and catalog growth across Exceleration’s portfolio, which includes +1 Records, Kill Rock Stars, Yep Roc, and more. Harmon brings over 20 years of experience from Beggars Group US, where he rose from Head of Sales to President, helping expand labels like Matador, 4AD, and XL Recordings. Exceleration Partner John Burk praised Harmon as the “perfect leader to guide and support our rights development activities,” while Harmon, a lifelong New Yorker based in Brooklyn, said he’s “energized by the opportunity.”

Rock Paper Scissors hired Adam McHeffy as the agency’s first-ever chief creative officer. He will lead a new initiative to expand RPS’s marketing and creative services, including advertising, artist collaborations, video production, and web development. McHeffey brings a strong track record from his time as CMO at Artiphon, where he led product launches, helped sell over 250,000 instruments, and raised more than $3.6 million on Kickstarter. He has also directed major marketing campaigns for innovative instruments like the Demon Box and MyTRACKS, and contributed to platforms like Musio and Feeture. His creative work spans brands such as Slack and Rivian. A singer-songwriter and children’s book author, McHeffey is praised by RPS CEO Dmitri Vietze as a top-tier music tech marketer. “Adam’s skills make him the marketing Swiss army knife every music tech company should have on hand and make our team a formidable force,” Vietze said. “Combining his marketing expertise with our PR strategy and placement creates exponential results for our clients.”

Andrew Farwell has been named president of Outback Presents, the independent live promoter. Formerly vice president, Farwell worked closely with founder and co-CEO Mike Smardak, helping produce thousands of concerts and events across the U.S. and Canada. Based in Nashville, Farwell’s promotion coincides with his recognition in Billboard’s just-released 40 Under 40 list. Farwell also serves as vp of the International Entertainment Buyers Association (IEBA) and is a 2023 Leadership Music alumnus. He previously won IEBA’s Rookie of the Year Award and has been nominated for promoter of the year. “We all have built something we are ALL incredibly proud of, and had fun doing it together,” said Smardak. “Andrew’s ethics and class are what I am most proud of. It is a great day for Outback Presents.”

NASHVILLE NOTES: The Country Music Hall of Fame and Museum promoted Ed Schulte to senior director of facilities, operations and sustainability from director. He replaces Leigh Anne Wise, who is retiring after 41 years at the museum … Doug Montgomery, Townsquare Media‘s country format lead since 2017, will retire on July 31. He previously led country content and served as director of content in Grand Rapids. Prior to joining Townsquare, he spent over 20 years at iHeartMedia’s Country B93.7, where he was svp and format brand coordinator … and Empire Nashville svp of operations Heather Vassar parted with the company on May 2, six years after she joined the firm.

G Major Mgmt, known for a roster that includes ACM entertainer of the year winner Thomas Rhett, is bolstering its team. Led by founder/artist manager Virginia Bunetta, G Major Mgmt has added Emilie Gilbert as manager of insights & fan engagement strategy, and Madeline “Sledge” Lary as digital manager. Samantha Thornton has been promoted to senior director of marketing, while Harry Lyons has been promoted to senior director of business operations, leading G Major’s lineup of day-to-day managers, while leading touring and business expansion. Bunetta continues to guide the company, while also continuing management for Thomas Rhett. –Jessica Nicholson

Alternate Side has expanded its artist management team with key promotions and hires. Cory Hajde, a Clevelander who manages Hot Mulligan and Dayseeker, becomes the first partner outside the co-founders. He also leads BravoArtist and owns venues in Ohio. Mike Scrafford, based in Brooklyn, joins as a manager, bringing artists like Beach Bunny and Car Seat Headrest, and is known for his artist-first approach. L.A.-based Ally Ehasz, with the company since 2022, is promoted to manager, overseeing acts like Pastel Ghost. The company recently celebrated success with Sydney Rose’s viral hit “We Hug Now.” Co-founders Evange Livanos and Zack Zarrillo emphasized their commitment to intentional artist development. Founded in 2019, Alternate Side represents artists like Cavetown and Chloe Moriondo, continuing to grow with a DIY, artist-focused ethos.

Octavius “Doc Ock” Crouch launched Red Octave, an Atlanta-based R&D and label services company designed to streamline talent discovery and reduce risk for labels and investors. Leveraging proprietary software, automated outreach and deep data mapping, Red Octave delivers vetted, ownership-cleared artist opportunities. Operating like a real estate brokerage for music IP, it uses a commission-based model with no monthly overhead, in an appeal to catalog buyers and distributors. Beyond data, it offers full label services including marketing, tour support, and DSP distribution. Crouch aims to restore Atlanta’s music industry prominence by building infrastructure to match its creative talent. “We don’t just need reps—we need real estate from the majors,” he said. “It’s time to build the infrastructure to match the creativity. Red Octave is my blueprint to make that happen.”

Nice Life Recording Company promoted Becky Lopez to senior director of marketing and streaming strategy, recognizing her pivotal role in the label’s recent success. Becky joined Nice Life in 2021 and has led campaigns for artists like Lizzo, The Marías, and Tinashe — whose viral hit “Nasty” earned her first solo RIAA Gold certification. The Angeleno began her career at Power106 Los Angeles in 2014, rising from programming assistant to music director, where she supported artists like Cardi B and The Weeknd. She also contributed to programming at 93.5 KDAY and helped launch Cali 93.9. CEO Ricky Reed praised Lopez as a “driving force behind our growth for years. Her promotion… is a natural next step.”

PR firm Milestone Publicity rebranded as Milestone Collective, launching a new digital marketing division to accompany their existing publicity services. Leading the company’s new digital marketing efforts is Caylie Landerville, who previously was part of the team at Red Light Management/Silverback Music. Milestone was founded in 2019 by Mike Gowen and has worked with artists including Blues Traveler, Colt Ford, Bryan Martin, Jerry Douglas, Lonestar, Leftover Salmon, Michael Cleveland and more. –JN

Langham Hospitality Group appointed Andrew Grant as its first Group Director of Music, emphasizing the rising role of audio marketing in hospitality. With over 25 years of experience as a DJ, producer and event specialist, Grant will oversee the development of a global music strategy for Langham’s 40-plus hotels. His responsibilities include curating live performances, artist partnerships, and immersive soundscapes to elevate guest experiences and reinforce brand identity. Grant will also lead music programming and events, including special activations for Langham’s 160th anniversary, while continuing as director of music and radio at Eaton DC in the nation’s capital, where he’s based. Prior to joining Langham in 2019, Grant was a longtime talent buyer and producer for the Okeechobee Music and Arts Festival in Florida, and for years was a resident DJ at Ibiza’s DC10.

Industry veterans Alan Grunblatt and Dave Goldberg launched DNA MUSIC, a hip-hop entertainment company focused on signing talent, acquiring iconic catalogs, producing original TV content and distributing physical formats worldwide. Distributed by Hitmaker Distribution, DNA made a strong debut with Black Samson, the Bastard Swordsman by Mathematics and Wu-Tang Clan, which hit over 10 million streams in its first week. The label also found viral success with Eke’s “Ghetto” and is backing Memphis up/comer Flippa T.

ICYMI:

Merlin announced that Jeremy Sirota, the licensing organization’s CEO since 2020, is departing at year’s end … Candice Watkins is the new president of Capitol Records Nashville and executive vp of Capitol Christian Music Group … Verizon and Tyson Foods veteran Matt Ellis is the new chief financial officer of Universal Music Group. [Keep Reading]

Last Week’s Turntable: Country Hall Curator Retires After 51 Years