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Warner Music Group has elevated longtime executive Alfonso Perez-Soto to president, emerging markets at Warner Recorded Music.

Perez-Soto’s portfolio of emerging markets covers a lot of ground and includes Sub-Saharan Africa, the Middle East and North Africa, India and South Asia, the Eastern Mediterranean and Eastern Europe. He’ll be reporting to Simon Robson, president of international at WRM.

Warner Music said a majority of music streaming consumption (around 60%) across Perez-Soto’s focus regions is of local artists, so it will be bolstering its A&R presence in those territories through a “combination of direct signings and key label partnerships.” According to its estimation, there are some 3.2 billion people on Perez-Soto’s map.

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In recent years, WMG has opened affiliates in India, Turkey and the Middle East, and has inked a string of strategic deals with key labels and distributors, including Doğan Music (Turkey), Ziiki Media (Punjabi music), Africori (Africa), Sky Digital (Punjabi music) and Tips Music (Bollywood).

“I want to unlock huge opportunities for artists from the diverse tapestry of countries that we classify as emerging markets,” said Perez-Soto. “I’ll work round the clock to build a global stage for them to stand on, connecting them with fans in their home countries and far beyond.”

Robson added: “The increasing connectivity of music fans in emerging markets is opening doors for artists worldwide, but the huge volume of music on streaming services means that, more than ever, they need a partner who can help them cut through and find an audience. We believe that these markets are set to be ever more culturally influential as the music market becomes more global in the years to come.”

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Perez-Soto joined the company in 2005 as vp of business development for Latin America and US Hispanic markets. He was bumped up to senior vp in 2012 and in 2017 originated the position of senior vp, global business development and chief commercial officer, emerging markets. A year later he was elevated once again to executive vp of Eastern Europe, Middle East and Africa.

Earlier in his career, Perez-Soto held stints at Telefonica, Universal Music Group and Nokia.

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