Smirnoff has made a significant move by naming Troye Sivan as its new “Chief Vibes OFFicer.” This partnership marks the beginning of a multi-year deal between the alcohol brand and the Grammy-nominated singer. The announcement was made on Monday with a unique video that resembled a press conference, introducing Sivan's new position.

Uniting Vibes with Smirnoff and Troye Sivan

Partnership Details

Troye Sivan expressed his long-standing connection with Smirnoff. He mentioned that the brand is omnipresent, whether at house parties, backstage at shows, or nights out with friends. He sees Smirnoff all around the world and feels a strong desire to be a part of it. The “Go OFF” concept emphasizes bringing people together and being oneself, which Sivan has embraced in his life and is excited to continue with this partnership.Stephanie Jacoby, senior vice president of Global Vodkas, was equally excited about the partnership. She described Troye as someone who radiates joy and shares the brand's “We Do We” spirit. Jacoby believed that from the first conversation with Troye and his team, it was clear that this would be a special collaboration. They share a passion for fun, bringing people together, and not taking themselves too seriously.

Sponsorship and Tour

Following the launch, Smirnoff will sponsor Troye's Australia and New Zealand tour. There will be after parties in both Sydney and Melbourne, further strengthening the bond between the brand and the singer. This sponsorship is expected to bring a new level of excitement and energy to the tour.

MusiCares and Moms in Music

MusiCares is partnering with Moms in Music to host a free Women's Wellness Clinic on Nov. 21. The clinic offers essential health and wellness services to women in the music industry, including mental health resources and support for balancing career and family life. It features a range of services such as mental health screenings, physical therapy screenings, holistic chiropractic services, custom earmolds for hearing protection, massage therapy, and yoga. Information about MusiCares services specifically for women will also be available during the event.

Republic's Leadership Move

Republic has promoted Kevin Lipson to Chief Revenue Officer. In this new position, Lipson will lead revenue strategies for all artists across the rosters via the Corps Collective. He will oversee teams involved in streaming, e-commerce, data, retail, gaming, sports marketing, media planning, catalog initiatives, and more. His team will also spearhead innovation campaigns to open new opportunities for audience and revenue growth.Roppo praised Lipson, stating that he is one of the most tenacious music executives and a true innovator. With a fresh perspective, Lipson is constantly looking for unconventional ways to break new artists and maximize global repertoire revenue.

SoundExchange and SAMPRA Agreement

SoundExchange and the South African Music Performance Rights Association (SAMPRA) have jointly announced a reciprocal agreement. This agreement ensures that American creators are treated the same as South African counterparts in both countries. It marks the first time U.S. performers will be paid neighboring rights when their music is used in South Africa. The retroactive agreement from 2022 will benefit performers from both countries in various applications. Non-featured artists will also see South African royalties deposited into the Fund administered by The American Federation of Musicians (AFM) and the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA).Michael Huppe, President and CEO of SoundExchange, emphasized the importance of this agreement and the advocacy efforts of SoundExchange on behalf of creators.

Baxter House's New Head

Meirav Savyon has been named head of creative licensing at Baxter House. She previously held the same title at Milk & Honey. Under the leadership of OneRepublic songwriter and producer Brent Kutzle, Baxter House has extensive experience writing songs for various artists. Kutzle is excited to have Meirav on board, as she is not only a professional but also an empathic friend who is dedicated to serving the needs of those around her.