Executive Turntable

Warner's ADA Adds Heads of US and International

Adriana Sein, Marcus Siskind
JW WMG, Joe Loper

Adriana Sein and Marcus Siskind

ADA Worldwide, the independent label and services arm of Warner Music Group, is fortifying the second half of its name with a newly reimagined leadership structure that includes heads of both international and the U.S.

On Wednesday (Sept. 8), the company announced that Marcus Siskind has joined as head of U.S., while Adriana Sein is appointed head of international. In their roles, Siskind will focus on business development and growing the company's roster via both label and direct artist signings, and Sein will handle all things global, including working closely with staff to support artists and partners around the world.

Both Siskind and Sein are based in New York and will report directly to Cat Kreidich, who was elevated to president of ADA in April.

“The independent music community is a vital part of Warner Music Group’s global business, and this move ensures that ADA is set up to continue super-serving our label partners and artists in the long-term,” said Kreidich. “With Marcus and Adriana at the helm, we’ll be organized to work even more strategically across the organization—accelerating our global capabilities and local impact as we push full speed ahead. I am thrilled to welcome these deeply respected, forward-thinking executives to the ADA family.”

Siskind, known as "DL," got started in the music industry in the late '90s with the launch of his label and management company Mass Appeal Entertainment and over the years has worked with Lil' Kim, Backstreet Boys, DJ Khaled and others. He formed the music company Groundwērk, whose client list includes Token and Sevyn Streeter, in 2018 and will retain his CEO duties there while at ADA.

"I'm excited to join the ADA team and help lead this first-rate organization alongside Cat and Adriana," said Siskind. "As an entrepreneur who’s spent my career championing artists and creatives through my own independent ventures, I’m well-versed in the needs and opportunities in this space. I look forward to working closely with our label partners and artists to continue empowering the incredible talent of the indie community."

Sein arrives from Columbia Records, where as vice president of international she helped AC/DC, Bruce Springsteen and Harry Styles achieve chart success while contributing to the development of rising talents, including 24kGoldn, Jawsh 685, Powfu and The Kid LAROI. The Puerto Rico native was recently recognized as an industry leader in Billboard's 2021 International Power Players list.

"The influx of international business driven by the digital era requires indies to be nimble and capable of meeting tomorrow’s demands," said Sein. "With Cat, Marcus, and the expertise of the ADA team, I’m confident that we will be able to do just that. I’m eager to connect the dots across the organization and help elevate some fantastic music, together with our global partners and artists."

In addition to Sein and Siskind's appointments, Jeremy Sponder joins ADA from UMe as vp catalog; Samantha Moore joins from The Orchard as Kreidich’s chief of staff; and Kyle Aycock has been promoted to senior vp finance at ADA.