Yvette Noel-Schure, formerly senior VP of Media at Columbia Records/Sony Music, has established her own publicity firm, Schure Media. Based in New York City and northern New Jersey, the firm has signed Music World/Columbia artist Beyoncé as its first client.

Noel-Schure, who resigned her Columbia post in March, had been with the label since 1993 following an eight-year stint as an editor with Black Beat Magazine. Beginning her 17-year label tenure as a publicity director, Noel-Schure developed press campaigns for a diverse roster of artists, including Mariah Carey, Will Smith, Jessica Simpson, Prince, John Legend, Adele, Wyclef Jean, Destiny's Child and for each of that group's members: Kelly Rowland, Michelle Williams, and Beyoncé. Her most recent label projects included the media launches for Maxwell ("BLACKsummers'night") and Beyoncé ("I Am ... Sasha Fierce").

"Yvette Noel-Schure is a seasoned and respected industry veteran, and one of the top creative executives in the music PR business," says Music World Entertainment president/CEO Mathew Knowles. "Her passion for the artists she works with and her business acumen will, without question, lead to the success of her new venture."