Carolyn Williams has been promoted to executive vp at RCA Records. In the newly created role, Williams will work with RCA’s executive team to oversee the company’s artist and label brand management and marketing operations. The marketing and brand partnership divisions will now report to Williams as will the touring and events departments.
Additionally, Williams will co-lead RCA’s newly established creative and content development team. She also will continue to lead the company’s diversity, equity and inclusion initiatives both in-house and within the broader music industry. Williams reports to RCA Records COO John Fleckenstein.
“Carolyn continues to shine as an RCA power player,” Fleckenstein tells Billboard. “Her love for music, robust experience and passion for both our artists and our team are a driving force in this company. We are fortunate and proud to see her leadership grow.”
“My expanded role includes working on RCA’s brand management and overall marketing operations, two areas that I’m really excited about,” says Williams. “Labels tend to focus a lot on the bottom line, market share and artists. But I believe strongly that people have to want to be at a label, whether employees or artists. Acquisition and retention are really important, and brand management has a lot to do with that.”
Based in New York, Williams spent three years as RCA’s executive vp, marketing after being promoted from senior vp, marketing in 2018. In addition to overseeing the team working across the label’s roster, Williams served as marketing lead for artists Jazmine Sullivan, H.E.R., Chris Brown, SZA, Alicia Keys, D’Angelo, BROCKHAMPTON and Childish Gambino.
A 2021 Billboard R&B/Hip-Hop Power Players honoree and 2020 Change Agent, Williams is a member of the executive committee for She Is the Music and co-chair of the organization’s New York chapter. She also co-founded The Spark, RCA’s quarterly thought leadership program, and is the executive sponsor for RCA’s diversity–focused Black Music Action Committee.
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