UMG has promoted Rachel Redfearn, to SVP of A&R and Brand Management at Bravado. The role is London-based.

Redfearn, who was most recently VP of A&R and Brand Management and is credited with signing deals with the Spice Girls, Elton John and Skepta at the merch company, is tasked with expanding her remit globally, scouring the world for new repertoire.

She will continue to lead a team of A&R executives and focus on developing greater synergy among UMG’s labels, divisions and central business units, to help amplify creative and commercial opportunities for Bravado’s artists.

“Rachel is a hugely respected and experienced A&R executive across the entire music industry,” said Matt Young, Bravado’s global president based in New York, to whom Redfearn reports. “She is not just incredible with our artists, she’s a formidable leader and colleague. I look forward to working with Rachel as we accelerate Bravado’s mission to elevate our artists’ brands around the world.”

In addition, A&R executive Ben Coe has been elevated to Senior Brand Manager, supporting Redfearn across all aspects of project delivery and artist support.

Redfearn began her career at independent, U.K.-based merchandiser Razamataz, which she co-led. From there, she joined The Merchandise Company (TMC). Based out of Los Angeles, Redfearn set up TMC’s European division, managing an office out of London, with distribution in Dortmund.

She joined Bravado in 2009 as A&R Manager and promoted to Head of A&R in 2011. She was elevated to VP, A&R and Brand Management in 2019, with an expanded team and brand-focused mission.