Just a month after being announced as executive vp of ADA Worldwide, Cat Kreidich is getting a promotion to president of Warner Music Group’s independent label and artist services division, the company announced today (April 7).
Kreidich takes over from Eliah Seton, who held the title of president of independent music and creator services since February 2019, a role that encompassed oversight of ADA, Asylum Records, Level and Arts Music, and had been president of ADA since April 2015.
Kreidich, who actually joined ADA at the end of 2020, had previously been at Sony Music and its Orchard division, where she was in several global senior vp roles. Initially, as executive vp, Kreidich had been tasked with leading ADA’s global expansion, which has included launching new Latin and Asia divisions in recent months, as well as new initiatives in India, Africa and the Middle East. As part of her new remit, she will also oversee Asylum, Level and Arts Music, as Seton had, and report to Warner Music Group CEO of Recorded Music Max Lousada.
“At Warner, we’re strengthening how we serve original artists and entrepreneurs at every stage of career development,” Lousada said in a statement. “As part of that mission, ADA is a beacon of expertise and support for independent artists and independent labels around the world. In the short time since Cat’s return to ADA, she’s already inspired everyone with her passion and creativity, her deep devotion to the indie community and her wide-ranging global expertise. She’s the ideal choice to lead ADA into the future.”
Kreidich had spent eight years at The Orchard, running the indie service’s global account management, advertising and data analysis teams, as well as spearheading the company’s commercial insights department and data insight programs. Over the past year-plus prior to moving to ADA, she had been senior vp of commerce for Sony Music’s global catalog, and was responsible for bringing data reforms into Sony’s Legacy division as streaming has continued to solidify its hold on the music business.
“Championing the indie community is in my blood; it’s what has guided my career over the last two decades, and I’m honored to shape the future of this space with a powerhouse like ADA,” Kreidich said in a statement. “Building on the great foundation and world-class teams that Eliah has put in place, I’m focused on leaning into our insights to find new and disruptive ways to magnify the visions of music-makers and creators across the globe. I want to thank Max for this great opportunity.”
Seton, meanwhile, is exiting Warner Music Group for a new role outside the company, according to a press release. He had spent a decade at WMG in various roles, including leading ADA for six years. He’s been a regular on Billboard’s Indie Power Players list, and had previously served in a senior role in Warner’s international operations department. Lousada also thanked Seton in his statement “for his commitment to the evolution of ADA into the world leader that it is today. Throughout his time at WMG, he’s helped guide the company through many transformational moments. He’s done an amazing job and he leaves with our deepest gratitude and support.”
“Cat’s an absolute superstar,” Seton said in his own statement. “I’m so happy to welcome her into this critical role for WMG’s future, and I’ll be cheering her on as she takes the company to even greater heights. It’s a bittersweet moment as I leave my Warner family, full of gratitude and pride in all that we’ve accomplished together, but I look forward to what’s ahead and sharing my next chapter with everyone very soon. I want to thank Len [Blavatnik], Steve [Cooper] and Max for the extraordinary opportunities they have afforded me.”
