BERLIN – BMG is increasing its investment in its US record labels to expand its North American operations. The move is part of the company’s strategy to reinforce its regional presence, which currently contributes over 50% of its revenue.
Jon Loba, the current President of BMG Nashville, will take on the role of President of Frontline Recordings, overseeing BMG’s entire North American Frontline business. Thomas Scherer, responsible for publishing and recordings in Los Angeles and New York, will become President of Global Catalog Recordings while retaining his role as President of Music Publishing, North America.
BMG CEO Thomas Coesfeld said, “We are making good on our promise to double down on our US operation with a distinctive new approach: an integrated frontline operation spanning North America plus a Global Catalog business steered from Los Angeles. BMG is stepping up. This is an integral part of our new strategy to deliver for artists and songwriters and go for growth.”
Loba joined BMG in 2017 through the acquisition of Nashville-based BBR Music Group. During his time with BMG, he has expanded the roster to include country superstars Jason Aldean and Dustin Lynch. Loba has played a crucial role in breaking new artists like Blanco Brown, Parmalee, and 2024 Grammy nominees Jelly Roll and Lainey Wilson. In 2023, he achieved BMG’s first Billboard Hot 100 No. 1 with Jason Aldean’s ‘Try That In A Small Town,’ Artists Jelly Roll and Wilson accounted for six of the 12 awards presented at the Country Music Awards (CMA). Loba’s additional responsibilities include the Rise (Spiritbox, Sum 41), RBC (Chief Keef, Run The Jewels) imprints, and the main BMG label.
Loba said, “We have created something special with our artists in Nashville. I am excited at the opportunity to apply the timeless formula we have employed there – genuine partnership with authentic new artists – to BMG’s broader North American recorded business. I am grateful to Thomas Coesfeld for his constant inspiration and trust and to the broader BMG team. It’s been an exciting six months since Thomas was named CEO. His energetic and strategic approach to the business has been very inspirational for all of us because that’s the way our Nashville team runs. I’m looking so forward to working even closer with our staff throughout North America and, as importantly, helping bring the visions of our amazing artists to life.”
Scherer has been with BMG since 2008, initially joining as Executive Vice President (EVP) of Global Writer Services. In 2014, he moved to Los Angeles, and in 2016, he assumed responsibility for BMG’s US music publishing business as EVP BMG US Publishing. Later, he was promoted to President of Repertoire and Marketing in Los Angeles and New York, overseeing publishing, Frontline recordings, and music production. Under his leadership, BMG signed or re-signed notable writers, including Diane Warren, Bebe Rexha, and the George Harrison catalog. Additionally, he secured artists such as Jennifer Lopez, 5 Seconds of Summer, and Nickelback while securing 48 acquisitions, including Mötley Crüe and Paul Simon.
Scherer said, “BMG’s L.A.-based global catalog hub will be a genuinely digital-first catalog operation with dedicated digital, marketing, and content creation teams to add value to the priceless catalog we have built and will add to with further acquisitions. I am grateful to Thomas for the opportunity to build BMG’s Global Catalog operations to become the destination of choice for established and iconic artists worldwide.”
Coesfeld said, “Under Jon Loba, BMG Nashville has exceeded our expectations year after year. Jon is not only one of the most accomplished record executives in Nashville, but the multi-genre success he has achieved with Jelly Roll makes him the ideal person to take additional responsibility for our Los Angeles, New York, and Canada recordings business as we further pursue our objective of making BMG the most effective and artist-friendly destination for artists, both established and new. Jon is a true entrepreneur and combines music savvy with an instinctive and well-rounded managerial style. I am delighted he is stepping up to take on this challenge.
“Thomas Scherer is a seasoned and trusted BMG executive who has served BMG in a wide variety of roles with significant success. He is the ideal person to lead our new streaming-first global catalog operation based in Los Angeles while retaining oversight of our important North American music publishing business, the backbone of BMG’s US operation,” Coesfeld continued. “With Thomas at the helm of our Global Catalog Recorded organization, BMG will step up its investments in catalogs. Together with our value-added approach to managing artists’ lifetime achievements, BMG will be uniquely positioned. Together with Jon and Joe, Thomas will deliver the expertise, energy, and focus we need to grow our business further.”
BMG’s renewed focus on the US is part of a strategy outlined by Coesfeld in October. This strategy includes direct deals with Spotify and Apple Music, a new physical recorded music distribution agreement with Universal Music Group, a focus on core music publishing and recordings businesses, the exit from side businesses, empowerment of local repertoire leads, dedicated global marketing and global sales functions, a new investment model, increased investment in technology, and a priority on strengthening the company’s internal culture.
