LaTrice Burnette has been appointed to the newly created post of executive vp/head of music at UnitedMasters. In this role, Burnette will helm the artist services division for the software and services platform’s global roster of independent artists.
In announcing the appointment, UnitedMasters founder and CEO Steve Stoute said, “LaTrice brings with her a wealth of experience by having played every single position inside a record company, from assistant to president. Every artist that I’ve spoken to that she has worked with has had nothing but great things to say about her keen understanding of the industry, of marketing and helping them grow their careers. With our artist services business at UnitedMasters, having somebody like LaTrice on board, with her level of experience, is going to do nothing but help make our artists go further in their careers. This is another big move for us and our commitment to independent artists.”
In addition to Stoute, Burnette will be working alongside vp of music/head of A&R Mike Weiss and vp of music & marketing David Melhado. “I’m beyond excited to join the UnitedMasters team to help drive the next phase of growth for their global independent artist community,” said Burnette. “Having worked with so many amazing artists throughout my career, I’ve seen firsthand the increasing desire for independence while still receiving top-level label services. UnitedMasters has pioneered a model that gives artists the best of both worlds. I’m looking forward to collaborating with the UnitedMasters team to elevate artist development to new heights and empower the next generation of artists to own their futures.”
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Burnette most recently served as executive vp at Def Jam Recordings before joining UnitedMasters. Her more than two decades of music industry experience also include senior executive posts at Island Records, Epic Records, Atlantic Records and Roc-A-Fella Records. During that time, she’s worked with a host of star talents such as Jay-Z, 2 Chainz, Pusha T, Yo Gotti, Travis Scott, Future, Muni Long and DJ Khaled. Burnette also brings marketing experience to her new role, having contributed to strategic partnerships and campaigns with brands like Diageo and the WNBPA (Women’s National Basketball Players Association).
Over the last three years, UnitedMasters has signed partnerships with Brent Faiyaz and Earthgang, among others. It has also expanded internationally through foundational partnerships with artists such as Davido and Sarz in Nigeria; Veigh, Nagalli, and Supernova in Brazil and FloyyMenor and Nickoog in Chile. With over 2 million artists on its platform, UnitedMasters also has brand partnerships with Diageo, Ally and ESPN.