Island Records Names LaTrice Burnette Executive VP/General Manager

Courtesy of f Island Records
LaTrice Burnette

Veteran music marketing and artist development executive LaTrice Burnette has joined Island Records as an executive vice president and general manager, the label announced on Thursday. The Brooklyn native will be based in NYC and report directly to Island president Darcus Beese.

Burnette joins the iconic Universal Music imprint after eight years at Sony Music's Epic Records, where she was most recently senior vp of marketing, spearheading successful campaigns for Future, DJ Khaled, Travis Scott, Yo Gotti, Nick Grant, Bobby Shmurda, Blac Youngsta, Ciara, Diddy, and more.

"Success isn’t always about the roster, it’s also about the staff," Darcus said. "When I had the opportunity to meet with LaTrice and discuss my vision and her ambition, it was crystal clear that LaTrice is the future of the new generation of Island Records. She will be an invaluable new member of the senior team. With LaTrice and [recently promoted COO] Eric Wong I believe we have the best executive team in the business."

Burnette was still attending Pace University when she began her career in the late 1990s at Roc-A-Fella Records. While there, she focused on digital campaigns for the now-defunct label's founders JAY-Z and Dame Dash as well as roster artists including Memphis Bleek, The Young Gunz, Freeway and Cam'ron, among others. She went on to work at Atlantic Records and over the years has developed marketing campaigns and strategies for a who's who including T.I., Fat Joe, Trick Daddy, Flo Rida, Lupe Fiasco and others.

"I am absolutely thrilled to join the family at Island Records, a label rich in culture and a place where true artistry, artist development and most of all, music, reign supreme," Burnette said. "Music is my first love and I’m looking forward to working with Darcus, Eric Wong and the incredible staff to advance the careers of our super talented and diverse roster of artists. I’m excited to dive into Island’s culture and continue to open up the roster to hip-hop, urban and R&B genres."

Burnette was selected as one of the music biz's top young power players in Billboard's 2017 40 Under 40 list.