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Warner Music Group’s SVP of global business development and head of new technology and innovation Jeff Bronikowski is the latest label executive to join a streaming service.

“Super excited to start my new role at Apple today, Global Head of Strategic Music Initiatives,” wrote Bronikowski on LinkedIn this week. “I’m looking forward to working with Apple Music’s amazing team of old friends as well as the new ones to be made.”

Asked where he’ll be based, Bronikowski replied “Technically, NYC. But a lot of time in Cupertino and some in Culver” – Cupertino being Apple’s headquarters, and Culver City in Los Angeles being the main hub for Apple Music.

Among his roles at WMG was launching the company’s Boost startups investment fund, as well as some of the strategic acquisitions of tech and media companies like Uproxx and Sodatone.

In a recent interview with Music Ally, Bronikowski talked about how labels see tech as a way to establish direct relationships with fans. “With our distribution partners being between us and fans, it certainly is rational for us to want to have that type of relationship. Probably the second or third biggest category through our Boost applications is companies that want to help us foster that relationship with fans. And it’s certainly something that we’re very interested in doing,” he said. Now, we suspect, he may be focusing on that task from the other side of the fence.

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