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The digital frontier of Warner Music Group witnessed a significant change this week. Oana Ruxandra, who held the position of chief digital officer and played a pivotal role in steering the company towards blockchain and AI innovations for the past three years, has stepped down. An internal announcement, initially covered by Billboard, confirmed her decision to move on to a fresh chapter in her career. While the details surrounding her future endeavors remain under wraps, Warner Music’s internal communications suggest that her successor’s announcement is forthcoming.
October 4 is when Ruxandra shared an internal memo with her peers, notifying them of her impending departure. She emphasized her conversations with Robert Kyncl, the CEO of WMG, explaining that they had been considering her role’s trajectory for some time. She expressed a desire for a new challenge, one that would further nurture her entrepreneurial inclinations. Ruxandra’s message was optimistic about WMG’s future, highlighting their collaborations with an expansive and dynamic network, ranging from gaming and Web3 to AI companies.
NFTs Advances at Warner Music During Her Tenure
During her influential tenure at Warner Music, the company, which represents renowned artists such as Madonna, Coldplay, Dua Lipa, Cardi B, and Ed Sheeran, took significant strides. It vigorously prompted its musicians to integrate NFTs and AI technologies into their performances and marketing endeavors. Warner Music has over the past couple of years initiated pilot projects and established alliances with several blockchain-centric entities and ventures, including notable names like Polygon Labs, The Sandbox, DressX, OpenSea’s NFT marketplace, and LGND Music’s NFT platform.
Ruxandra’s leadership emphasized cultivating stronger connections between Warner’s artists and their followers. One standout instance was when Earl Sweatshirt, a Warner-affiliated rapper, launched a much-anticipated album in NFT format via the decentralized Gala Music platform. Those who owned these tracks enjoyed the privilege of earning reward points, which could be traded for exclusive real-time experiences, such as starring in his music videos or even personally meeting the artist.
I leave WMG knowing it’s well positioned for a bold, bright future: Not least with our core streaming partners and evolving social media platforms and fitness players; we’ve also been the first to forge innovative partnerships with a wide, diverse, and thriving network of gaming, Web3, and AI companies.
Even though the specifics of Ruxandra’s exit have not been disclosed, Warner’s ongoing emphasis on technologies such as AI and NFTs is unlikely to diminish. Robert Kyncl, Warner Music‘s CEO and previously YouTube’s chief business officer, is renowned for his enthusiastic support of cutting-edge technological advancements. Kyncl’s dedication to such technologies was evident when he played a vital role in the expansion of YouTube’s creator ecosystem, often advocating for technological creativity and forward-thinking.
A Closer Look at Oana Ruxandra
In 2020, Oana Ruxandra ascended to the role of Chief Digital Officer & EVP at Warner. She also serves on the board of the Revolve Group. Stationed in New York, Ruxandra’s responsibilities included reporting to the Warner Music Group‘s CEO – initially to Steve Cooper and later to Robert Kyncl. As the Chief Digital Officer, she was at the forefront of WMG’s international digital strategy, regularly leading negotiations with powerhouses such as Spotify, TikTok, YouTube, and Apple. Before her return to WMG in 2018, she served for two years as the SVP of Digital Strategy and Partnerships at Universal Music Group. Moreover, her Linkedin profile highlights her role as a board member for the apparel brand “Revolve.”
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