Borden joins in urban publicity.

Arista/J Records has named Theola Borden as VP of urban publicity. She will be based in New York and report to RCA Music Group senior VP of publicity Mika El-Baz.

Borden was previously senior director of media and artist relations for Elektra and Atlantic, where she worked with such artists as Brandy, Fabolous, Ryan Cabrera, Tweet, Yolanda Adams and Fat Hoe.

"Theola possesses real passion and dedication to the artists she represents. Her experience and knowledge of the media make her a tremendous asset," said El-Baz in a statement.