Nicki Shamel has been named head of TuneCore in the U.S., the company announced on Thursday (July 24).

In the role, Shamel will be tasked with overseeing a team focused on artist acquisition, growth and development strategy in the U.S., where the company hopes to make a greater impact. Part of that responsibility will include aligning the Believe-owned platform’s artist success and DSP partnerships teams to serve artists more effectively, and championing its suite of products and services, including TuneCore Accelerator (which offers artists services including marketing and promotion) and its advanced trends and analytics dashboard.

Before joining TuneCore, Shamel served as senior vp at AWAL, where she developed the global commercial partnerships team and led the company’s digital strategy, helping foster the careers of artists including Laufey, Jungle and Little Simz. Prior to that, she worked in international marketing and sales roles at Sony Music for seven years and, earlier in her career, in digital marketing at Primary Wave Music.

Based in New York, Shamel will report to TuneCore’s chief revenue officer, Brian Miller.

“I am honored to join TuneCore at this pivotal moment in its mission to empower and develop independent artists,” said Shamel in a statement. “TuneCore’s commitment to artist development, combined with best-in-class technology and innovative programs like TuneCore Accelerator, is unmatched at propelling the careers of independent artists, and I am grateful to TuneCore’s leadership for trusting me to drive the next phase of the company’s artist development strategy in the US.”

Added Miller, “At TuneCore, we’re doubling down on our mission to not just support artists — but to actively help them build lasting, successful careers on their own terms. The US is the most competitive and influential music market in the world, and it demands focused leadership. As we make artist development a core focus, Nicki brings the expertise needed to connect strategy with impact. Her proven track record of empowering artists makes her the right person to lead this next phase and ensure our teams, services and programs are driving real, long-term growth for independent creators.”