ADA Worldwide, the independent label and artist services arm of Warner Music Group, has appointed Cathy Bauer as Head of Physical Sales & Marketing for the company.

In this newly created role, Bauer will manage ADA’s global physical sales and marketing division with a focus on growing partners’ businesses.

Warner says that Bauer will also identify growth and innovation opportunities for ADA’s artists and partners including through direct-to-consumer initiatives, working closely with WMG’s artist services division, WMX.

Bauer will report to ADA Worldwide’s President, Cat Kreidich.

A music industry veteran, Bauer most recently spent nearly five years as Vice President of Sales & Marketing at ABKCO Music & Records.

Prior to that, she led Domestic Sales & Marketing at independent distributor, Secretly Distribution, and served as General Manager for independent funk and soul label Daptone Records.

Bauer has also held roles at RoyaltyShare and IODA (now The Orchard), and got her start with Lookout! Records.

Bauer was elected to the Board of Directors for A2IM and served from 2012 to 2015.

Kreidich said: “With this move, we’re doubling down on our efforts to get physical product from independent artists to fans in an efficient and plentiful way. And when we say physical product, it’s not just CDs or vinyl – it’s anything tangible that strengthens the artist-to-fan connection.

“The possibilities are endless, and Cathy will play a huge role in helping us innovate, building out what our future in the direct-to-consumer space looks like. Her wide-ranging experience makes her the perfect fit for the role, and our entire leadership team looks forward to collaborating with her.”

“With this move, we’re doubling down on our efforts to get physical product from independent artists to fans in an efficient and plentiful way.”

Cat Kreidich

Bauer added: “ADA is heading in a really exciting direction – Cat has managed to stay true to the independent-minded values the company was founded on, while finding ways to strategically evolve to better serve artists and partners.

“I’m honored to be joining the ranks and contributing to the next chapter of ADA’s story. And, as always, I look forward to advocating for and uplifting our incredible indie music community.”


In November 2022, ADA announced it had appointed MaryLynne Drexler as Senior Vice President of International Sync.

Elsewhere at Warner Music Group, in February 2023, Daniel Mora was appointed Managing Director of Warner Music Andes.Music Business Worldwide

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