Warner Music’s ADA to Expand in EMEA Amid Revelator Integration

As Warner Music Group (WMG) begins to integrate distributor Revelator after acquiring it earlier this year, the company announced that it’s expanding Alternative Distribution Alliance (ADA), the company’s independent and label services division, in Europe, the Middle East and Africa (EMEA). Along with the expansion, WMG announced that Howard Corner will take on the newly created role of head of ADA, EMEA.

Corner has led ADA UK since 2013 and will remain in his current position of managing director of the division following the expansion. He reports to Simon Robson, president of recorded music, EMEA, and is based out of the company’s London offices.

“The EMEA landscape is teeming with brilliant independent talent and entrepreneurial labels looking for a partner that can scale their vision globally without sacrificing local agility,” Corner said in a statement. “I’m incredibly excited to step into this regional role and work alongside our exceptional territory heads to elevate ADA’s offering. By integrating Revelator’s game-changing technology and officially welcoming ADA x Africori and ADA x Qanawat Music into the family, we’re creating an unmatched, tech-driven partner for the independent community.”

Israel-based Revelator was founded in 2012 by CEO Bruno Guez; the company also has a significant presence in Asia. WMG said it intends to use the company’s technology for all of its labels and ADA. Fully integrating that technology will likely take years.

Major labels have increasingly looked to acquire indie distributors, whose market share has grown in recent years. In February, Universal finalized its acquisition of Downtown Music for $775 million, while WMG acquired Revelator in April after seeking to acquire a distribution company for two years. It had previously looked into acquiring Believe and also considered building a distributor of its own before backing away from both. Back in 2015, Sony Music completed its buyout of The Orchard, the current market share leader among distributors in the U.S.

“To supercharge the momentum of our artist and label services business, we’re bringing in a seasoned leader who deeply understands the nuances of the indie ecosystem,” Robson said of Corner’s new role. “Howard’s proven track record, fierce commercial drive and profound respect for independent music culture make him the ideal exec to support our local teams and drive regional growth. Armed with Revelator’s cutting-edge platform, Howard and the team are perfectly positioned to redefine what a global music partner can look like.”