Arista Records today announced the appointment of Veronica Sanjines to General Manager. Based in New York, Sanjines will report to David Massey, President and CEO, Arista Records.

In her new role, Sanjines will oversee general operations for the label, utilizing her vast knowledge of the music industry, complimented by her strong discipline in both strategic marketing and artist relations. Under her purview, she will collaborate with the entire roster, including multi-platinum marquee artists such as Måneskin, JP Saxe, Tai Verdes, and rising talent such as Lola Brooke.

Regarding this appointment, Massey commented, “Veronica is a natural leader and creative executive with genuine passion for music and a keen perspective on culture. Veronica’s reputation for visionary marketing and strategy precedes her. We are excited to welcome her to the Arista family. We know she’s going to be an incredible asset to the label’s next era.”

Sanjines added, “The success David and the team have built over the last five years is a testament to their dedication and focus on artist development in a highly competitive landscape. I hope to continue to build upon this foundation in my new role at Arista and I am so excited to return to the Sony Music family where I started my career over 20 years ago as a college rep.”

For the past two decades, Sanijnes has held various roles in the music industry. Most recently, she served as Vice President, Marketing at Warner Records where she led campaigns for established artists such as Anitta and Gorillaz. She was integral in igniting projects for buzzy newcomers like platinum-selling artist Ashnikko, Bella Poarch, Omar Apollo, and Nessa Barrett. Prior to Warner, she worked at Astralwerks/Capitol Music Group, overseeing the launch and subsequent album roll-outs for multi-platinum superstar Halsey. Her career also included stints in marketing at Epic Records and Columbia Records’ sales team.

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.