Google taps ex-Spotify exec to lead YouTube Music in APAC

Source: Andrew Myrick/Android Central

Google appears to be stepping up its efforts to expand YouTube Music into new markets with a new recruit. The search giant has welcomed Paul Smith as the new general manager of its Asia-Pacific music streaming service, according to Music Business Worldwide.

Smith brings deep experience to his new role at Google. He was previously Director of International Licensing at Spotify, a position he held for five years. There, he led the company’s expansion into new markets through local and global licensing deals, according to his LinkedIn profile. These markets include South Korea, India, Vietnam, Thailand, Russia, South Africa, Israel and Arab States.

Lyor Cohen, Global Head of Music at YouTube, has this to say about Smith’s new role:

We are thrilled to welcome Paul to the YouTube team in this Year of the Tiger. We have seen massive growth in our advertising and subscription business around the world, including in Asia Pacific.

Paul has joined our team at an exciting time when innovation is happening across APAC with new monetization options for creators and new ways to serve our viewers, and will continue to build on our relationships in the region. .

Prior to joining Spotify, Smith held various label relations roles at several companies, including a year at MixRadio as VP of Business Affairs and Label Relations. Previously, he was Global Director of Major Label Relations at Microsoft.

His longest experience in label relations was with Nokia, where he worked for seven years. Smith also spent four years as senior director of national accounts at Universal Music Group.

Google’s latest hire signifies its growing efforts to battle it out in the race for the best music streaming services. In September last year, YouTube Music surpassed 50 million paying subscribers, eclipsing major rivals including Spotify.

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