New York, NY - June 11, 2024 — UnitedMasters, the leading software and services platform for independent artists, today announced the appointment of LaTrice Burnette as Executive Vice President/Head of Music. In this newly created role, Burnette will spearhead UnitedMasters' artist services division, amplifying the company's global roster of independent talent.
Burnette brings over two decades of music industry experience to UnitedMasters, having held senior positions at iconic labels such as Def Jam Recordings, Island Records, Epic Records, Atlantic Records, and Roc-A Fella Records. LaTrice joins UnitedMasters after most recently serving as EVP at Def Jam Recordings. Her extensive background includes working with superstar acts such as Jay-Z, 2 Chainz, Pusha T, Yo Gotti, Travis Scott, and Grammy-winners Muni Long, DJ Khaled and Future. An innate marketer, she has contributed to strategic partnerships and campaigns, in tandem with brands like Diageo, WNBPA, and many more.
Burnette joins at a pivotal time as UnitedMasters is rapidly enhancing the tools, resources, and opportunities for its community of artists. UnitedMasters currently has three tiers for artists (DEBUT, SELECT, and PARTNER). PARTNER is an invite-based tier for more established artists who are seeking hands-on artist services from our in-house artist relations and artist marketing teams.
"I'm beyond excited to join the UnitedMasters team working alongside Steve Stoute, David Melhado, and Mike Weiss to help drive the next phase of growth for their global independent artist community, said LaTrice Burnette, Executive Vice President/Head of Music. Having worked with so many amazing artists throughout my career, I've seen firsthand the increasing desire for independence while still receiving top-level label services. UnitedMasters has pioneered a model that gives artists the best of both worlds. I'm looking forward to collaborating with the UnitedMasters team to elevate artist development to new heights and empower the next generation of artists to own their futures."
“I'm pleased to have LaTrice join the UnitedMasters team. She brings with her a wealth of experience by having played every single position inside a record company, from assistant to president, said Steve Stoute, Founder and CEO of UnitedMasters. Every artist that I've spoken to that she has worked with has had nothing but great things to say about her keen understanding of the industry, of marketing, and helping them grow their careers. With our artist services business at UnitedMasters, having somebody like LaTrice on board, with her level of experience, is going to do nothing but help make our artists go further in their careers. This is another big move for us and our commitment to independent artists.”
In the past three years, UnitedMasters has experienced significant growth across our partner artist business striking partnerships with artists such as Brent Faiyaz, and Earthgang, and developing new stars like BigXthaPlug, Veigh, Floyymenor, Anycia, and Ekkstacy. UnitedMasters continues to celebrate multiple artists breaking into the Hot 100, topping the Billboard Latin Songs Chart, and having five records chart across Urban, Rhythmic, and Top 40 radio formats.
We are thrilled to welcome LaTrice to the UnitedMasters team," said Mike Weiss, VP of Music and Head of A&R, and David Melhado, VP, of Music & Marketing. "Her experience working with superstar acts makes her an invaluable addition as we gear up for the explosive growth of our partner artist business. We look forward to the innovation and leadership she will bring to our organization."
With progressively more artists looking to get access to developmental A&R and marketing support while staying in control and owning their masters, Burnette will play a vital role in growing UnitedMasters' roster of established artists looking to stay independent rather than sign with a traditional label.
Furthermore, UnitedMasters has expanded internationally through foundational partnerships with Davido and Sarz in Nigeria; Veigh, Nagalli, and Supernova in Brazil, and FloyyMenor and Nickoog in Chile. With these achievements, we are well-positioned to empower the next generation of independent talent around the world at every phase of their career.
With over 2 million artists on its platform and brand partnerships with Diageo, Ally, and ESPN, UnitedMasters is well-positioned to support the global independent music movement. Burnette's addition further solidifies the company's commitment to empowering artists at every stage of their careers.