Sony BMG's Columbia Germany label has launched a Berlin cell.

With immediate effect, the label's Munich team will concentrate on the mainstream pop and pop-rock genres, while the new Berlin office will be responsible for its alternative and progressive pop artists.

Overall responsibility for the two cells rests with Munich-based Philip Ginthör, head of Columbia Germany, together with Mark Löscher, head of Four Music and Columbia Berlin. Löscher reports to Ginthör.

"With this new structure, we are able to leverage the individual skills of the two teams even more effectively," explains Ginthör. "We are closer to our artists, are able to implement our agenda more swiftly and are thus more potent as a label."

Notes Löscher, "We will be able to act even more efficiently rather than merely reacting."