RCA Ups Sam Selolwane & Keith Rothschild Amid Shifting Promo Strategy

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“The truth about how records are breaking is it’s not just radio,” Edge said. “Radio plays a part, but it’s social media, DSPs, TikTok.”

Selolwane and Rothschild have long been influential at RCA — Selolwane joined the label 12 years ago — but are notably not as high in the executive hierarchy as radio-expert Riccitelli used to be. This could be an indication of RCA’s shift away from highly compensated radio-promotions staffs. “[Labels] still need promotions people, but when you get to people who make seven figures, you start to question the sustainability of that,” a major-label source said recently.

RCA’s recent moves also illustrate the label’s renewed emphasis on hip-hop and R&B. Its recently installed president, underneath Edge, is Mark Pitts, a former urban-music president. And, although longtime urban-promotion vp Geo Bivins left the company in December, Selolwane has worked on radio campaigns for many of the label’s biggest hitmakers. In an accompanying release, RCA noted recent chart successes by SZA, Brown, Young Thug and Jazmine Sullivan.

Edge told Billboard RCA will “lean further in on hip-hop and R&B,” citing newer stars like Flo Milli and Mulatto and adding: “We’ve been one of the leaders in R&B for quite a few years, that’s not new territory for us. We’re going to be building more of a hip-hop roster.”

https://www.billboard.com/articles/business/record-labels/9516672/rca-promotion-keith-rothschild-sam-selolwane-shifting-strategy/