New York, NY (Top40 Charts) Respected industry veteran Sonya Askew has been appointed Senior Director, Commerce, Def Jam Recordings, it was announced today by Faisel Durrani, General Manager, Def Jam Recordings.
Ms. Askew will oversee the strategic planning and execution of Def Jam's commercial efforts across all retail partners. Additionally, Ms. Askew will be tasked with the aggressive expansion of Def Jam's Direct to Consumer (D2C) programs, and exploitation of the label's rich, historic catalog. In her new post, Ms. Askew will work closely with the label's marketing department on the promotion and positioning of its artists. Ms. Askew, who will be based in New York, will report directly to Mr. Durrani.
"We're thrilled that Sonya is joining the team here at Def Jam," said Mr. Durrani. "She comes to us with an unmatched expertise and knowledge of the commercial marketplace, as well as a deep respect and understanding of Def Jam's artists and culture. Her unique instincts and insight have made her a consistent leader. We're excited to bring her focus and energy to the team.
"I've always been a huge fan of Def Jam as a record label and a very strong brand," said Ms. Askew. "I'm excited and looking forward to working with Steve, Faisel and the entire Def Jam team."
Ms. Askew comes to Def Jam after a five-year stint as Senior Buyer, Urban
Music for ANconnect. Formerly Anderson Merchandisers, ANconnect is the exclusive music buying consultant for Best Buy and Walmart. She began her career in 1995, specializing in the Urban genre as
Music Buyer at entertainment specialty retailer Camelot in Ohio. After four years, she moved to Minnesota's Musicland chain as
National Buyer, expanding her accomplishments in the Urban field.
Ms. Askew's success continued as
Director of Urban Marketing/National Buyer at Albany-based Trans World Enter�tain�ment/FYE, starting in 2006. Prior to joining Anderson in 2011, she worked for independent music and video distributor eOne Entertain�ment, serving as
Director of Urban Marketing/Label Manager. Ms. Askew graduated from Ohio University in Athens, with the Bachelor of Science degree in Journalism.
