Sony BMG is creating a new European business development unit. Ulrich Jaerkel has been elevated to the new role as senior VP strategic marketing and business development for continental Europe, Sony B

Sony BMG is creating a new European business development unit. Ulrich Jaerkel has been elevated to the new role as senior VP strategic marketing and business development for continental Europe, Sony BMG Music International.

He is tasked with building the new unit and working closely with the major's local affiliates in Europe. With his team, he will analyze the market to identify new business concepts and develop and launch new products.

In addition, he will help to implement the firm's strategic business plans through acquisition, divestiture and strategic partnerships.

Jaerkel, who splits his time between London and Munich, reports to Maarten Steinkamp, president of Sony BMG Music Entertainment.

"In order for Sony BMG to become a total music entertainment which diversifies across its product range and delivery platforms, it is critical that we create such a new unit to drive and respond to the demands of today's market," comments Steinkamp in a statement.

Until recently, Jaerkel served as senior VP, strategic marketing at Sony BMG Germany. Before that, he was managing director of BMG Ariola.