Big Machine Label Group has appointed Heather Luke to senior vp/head of promotion for the company's Big Machine/John Varvatos Records imprint. In the newly created role, Luke will focus on building out marketing and promotion strategies for BMLG's non-country talent and will help CEO Scott Borchetta in developing artists discovered on the Bell Media show The Launch. Luke joins the Machine following a 16-year tenure at Warner Bros. Records, where she was most recently svp of rock.
"Passion, vision and belief go hand in hand with relationships, know-how and savvy when it comes to the best promotion and marketing executives. Heather is all that and more," said Borchetta. "What an honor to bring on such a talented and determined executive to guide Big Machine/John Varvatos in the airplay and streaming world. We are very serious about this initiative and the addition of Heather to our team leaves any doubt in the dust. Game on. Rock on."