Management company YMU Group has promoted Alistair White to Head of Streaming and Audience, U.K. Music. Based in London, White’s appointment is effective immediately.

White, who previously held the role of Streaming Strategy and Partnerships Manager, is now tasked with developing processes to effectively identify core and potential audiences that will help YMU create more strategic campaigns.

Iain Watt, Managing Director of YMU’s U.K. music division, to whom White reports, said: “I have worked with Alistair for 10 years both at Machine Management and latterly here at YMU. His understanding and strategic approach to our streaming and audience engagement activities offers invaluable insight and helps us plan highly effective campaigns for the artists we represent. This promotion is well deserved and recognizes the hugely important role he plays within our team.”

Artists repped by YMU include James Arthur, Years & Years, Blink 182, Gary Barlow, Clean Bandit, Take That, Steve Aoki and Mika.