London, UK — May 24, 2016 — Today The Orchard proudly announces the arrival of two top music industry executives to its European Headquarters in London: Lucy Blair & Nikoo Sadr.

Lucy Blair, previously a director at highly regarded digital marketing agency Motive Unknown, joins as Director, International Sales and Marketing. In her new role, Blair has oversight for both UK and pan-European sales and marketing efforts at digital and physical retail, from the execution of key frontline release campaigns to driving cross-catalogue sales initiatives. She will also manage digital retail relationships across Europe, working closely with London-based Senior Director Nicolas Rizzi and NY-based VP of Global Account Management Cat Kreidich to drive value for label clients by deploying business intelligence tools to directly affect campaign results.

At Motive Unknown, Blair worked on innovative campaigns with both major and independent labels including Columbia, BMG UK and AEI Media. She drove successful digital initiatives for Charlatans, Jack Savoretti, Leftfield and Floating Points. Previous to Motive Unknown, Blair ran the digital marketing teams at dance labels Ministry of Sound and Anjunabeats.

Nikoo Sadr, formerly of music technology publication Music Ally, joins as Manager, Interactive Marketing, reporting to Director Dan Griffiths. In her new role, she will expand the team’s remit of executing highly creative and engaging cross-platform digital marketing and advertising campaigns that create value for labels. Using the campaigns to gather valuable data and generate real-time analytics, the insights drive sales, fan connection and music consumption.

At Music Ally, Sadr was head of digital marketing training and also wrote the “campaigns” section for Music Ally’s digital marketing magazine, Sandbox. She also has experiential marketing experience, running music/art/spoken word events and as part of the legendary Glastonbury Rum Shack production crew.

With the addition of Blair and Sadr’s expertise to the company’s sales and marketing efforts across music and video, The Orchard continues to push its mission to provide next-level label services to independent labels and artists by working in the new paradigm.

“Lucy and Nikoo joining The Orchard’s now-even-more amazing sales and marketing team further demonstrates our strong commitment to innovate,” says Colleen Theis, The Orchard’s COO. “We’re creating success and sustainability for independent labels and artists, and their valuable industry knowledge and experience in the digital music marketing space make them a strong addition to The Orchard’s global sales and marketing team, which now spans more than 25 countries.”

The Orchard recently moved their European Headquarters to 20-23 Greville Street in Farringdon, where Blair, Sadr and the rest of the team is based.