Music Manager Simonne Solitro Founds Independent Firm MAD CREATIVE
Simonne Solitro, longtime manager of Tinashe, has launched MAD CREATIVE, an independent management and creative company, with Tinashe as her flagship client ahead of the upcoming album 'Popstar.' Separately, Ty Roberts, former UMG chief technology officer, has been named chief commercial officer at MusiMap. Additional industry moves include Mom+Pop hiring Daria Stachera as vice president of digital marketing.
Solitro's launch of MAD CREATIVE consolidates her artist development and creative strategy work into a single independent operation, with Tinashe's forthcoming album serving as the company's debut project. The move signals a continued trend of established managers branching out on their own rather than remaining within larger management structures.
Roberts brings substantial music technology experience to MusiMap, having co-founded Gracenote and served as UMG's chief technology officer. His appointment aligns with MusiMap's focus on emotion-based music categorization, a niche approach that could appeal to brands and platforms seeking more nuanced music discovery tools. Meanwhile, Stachera's move to Mom+Pop follows her campaign work at Republic Records, where she handled digital marketing for major pop acts, suggesting the indie label is prioritizing digital expansion.
These appointments reflect the music industry's ongoing shift toward specialized independent operations and data-driven strategies. Solitro's independent venture may empower more artist managers to prioritize long-term creative development over label-driven timelines. MusiMap's technology could reshape how brands and platforms connect music to emotional context, potentially influencing marketing approaches across entertainment. Mom+Pop's digital marketing investment suggests indie labels are competing more aggressively for audience attention in a streaming-dominated landscape. Artists, labels, and consumers may all feel the effects as these moves reshape how music is managed, discovered, and promoted.