New York, NY – January 20, 2022 – Arista Records today announced two new key hires in Public Relations and Digital Marketing with the appointment of Nadia Ali to Vice President, Publicity and Sonali Mehta to Director, Digital Marketing. Based in New York, Ali will co-report to David Massey, President and CEO and Brian Vinikoor, Senior Vice President, Marketing and Mehta will report to Ethan Geltzer, Vice President, Digital Marketing. 

In her new role, Ali will spearhead Arista’s artist and corporate publicity efforts and focus on building media awareness for artists on the label’s growing roster including carolesdaughter, Emmy Meli, JP Saxe, and Måneskin. 

Ali joins Arista after running her own full-service music entertainment public relations firm dedicated to developing the careers of up-and-coming artists and talent. Prior to that, she worked in publicity at Island Records for four years, where she helped break hit artists such as Bishop Briggs, Mike Posner, Sigrid, and Tove Lo. She’s held various publicity roles throughout her career, coordinating album and tour campaigns at Warner Bros. Records and Liz Rosenberg Media.

In her role, Mehta will work on digital marketing campaigns for artists such as JP Saxe and Tai Verdes, including content strategy, influencer and social media marketing, audience development, and advertising. She will focus on building a diverse portfolio of digital partnerships and fan activations to support overall marketing efforts. She will also lead long-form video strategy for the company.

She joins Arista from YouTube Music where she spent nearly seven years overseeing a roster of emerging and established artists such as FINNEAS, Khalid, Raveena and YEBBA to support their new music releases, grow their audiences and execute various marketing opportunities.