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News May 6, 2020

Ingrooves expands in Australia and NZ, appoints Nina Rabe-Cairns as country manager

Ingrooves expands in Australia and NZ, appoints Nina Rabe-Cairns as country manager

Ingrooves Music Group is finding its Australasian groove with the appointment of Nina Rabe-Cairns as Country Manager for Australia and New Zealand.

Rabe-Cairns joins Ingrooves, the music marketing services and distribution division of Universal Music Group, from Spotify, where she served as Market Strategy & Operations Manager for ANZ and as Senior Editor/Playlist Curator before that.

Ingrooves is expanding its global footprint by launching new offices in Brazil, Japan and South Korea and strengthening its activities the Nordics earlier in 2020.

As part of those global ambitions, Rabe-Cairns will lead the team in these parts. “Nina brings with her a wealth of expertise and deep relationships throughout this important music market that will be crucial to our ongoing expansion in the region,” comments Ingrooves CEO Bob Roback. “We’re happy to have her join our Australia/New Zealand team.”

A former journalist and presenter with international experience, Rabe-Cairns held senior positions in television before making the move into music.



A two-year stint with Viacom in Berlin culminated in her promotion to Senior Brand Marketing Manager for Nickelodeon. Before that, she was Head of Content for Viacom’s digital editorial team, working on MTV and Comedy Central.

“I know from working directly with them over the past few years that Ingrooves’ platform and capabilities are unparalleled in the music business,” says Rabe-Cairns, who is based in Sydney. “I’m thrilled to be joining this growing team.”

Early in 2019, UMG acquired Ingrooves, in which it had a long-term relationship.

In announcing that deal, UMG spoke of its “commitment to independent artists and labels,” noting the arrangement complements the music giant’s existing distribution and marketing relationships with the indie music community.

UMG had been a client, partner and minority investor since 2006, when it snapped up 20-25 percent of the digital distribution, marketing and promotion services company.

Since launching 2002 in Los Angeles, Ingrooves has established itself as a key provider of services for indie labels, artists and other content owners. It’s also considered a “friend of AIR.”

This article originally appeared on The Industry Observer, which is now part of The Music Network.

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