Looking to enhance its value to artists, Warner Music Group has created a new division, WMX, that will include an in-house creative agency and a rebranded WEA commercial-services and marketing network.

Led by President Maria Weaver, WMX will emphasize merch, D2C and fan experiences, boosted by cross-channel marketing campaigns. WMG’s media units—UPROXX, Songkick, HipHopDX and its premium YouTube channels—will also fall under the auspices of WMX.

“There’s an ever-expanding universe of opportunities for talent to build devoted fanbases and extend their brands,” said Max Lousada, CEO, Recorded Music, Warner Music Group. “In this rapidly evolving attention economy, WMX is designed to provide our artists and labels with a deep, dynamic range of services—covering everything from streaming to merch to branded content and beyond. Under Maria’s outstanding leadership, WMX will help differentiate Warner Music as we attract and amplify original artists.”

The formation of WMX has resulted in the creation of five key functions:

Commercial Services, under Elsa Vivero, General Manager/EVP, Global Commercial Services
Media Business, led by Benjamin Blank, President of Media & Creative Content
Artist & Fan Experiences, headed by Danielle Lee, President, Warner Music Artist and Fan Experiences
E-Commerce & Retail, run by Ernst Trapp, President, Global E-Commerce & Retail
Audience Strategy, managed by Scott Cherkin, SVP, Audience Engagement

Said Weaver, who joined WMG a year ago, “WEA was the first to put a global backbone behind distribution and really expand what a music company can offer. With that same pioneering spirit, we’re evolving our company to position Warner Music and its artists for huge opportunities today and in the future.”