Adrian Pope Appointed EVP of Digital Business and Global Partnering Relations at Virgin Music Group

Adrian Paupe’s New Role

Adrian Paupe has been named executive vice president for digital businesses and global partners at Virgin Music Group, the global division of the independent music company Universal Music Group (UMG).

In this capacity, he will act as a liaison between Virgin, its global client base, key digital partners, and the independent music sector, as stated in an announcement on Thursday (March 6).

Experience and Background

Paupe joins Virgin from Pias, an indie music company fully acquired by UMG last year, where he served as chief digital officer and managing director for labels and distribution services in the Integral Label Services department.

During his time at Pias, he collaborated with numerous indie labels, such as ATO, Domino, Epitaph, Heavenly, Dumb, Ninja Tune, Partisan, Transgressive, and Deformation, as well as with artists including Arlo Parks, Cigarettes After Sex, Editors, London Symphony Orchestra, Mobey, and Nick Cave. Based in the Virgin London office, Paupe will further integrate Integral into Virgin Music Group’s operations.

Paupe has garnered nearly two decades of experience in digital consultation with Music Week, focusing on digital understanding and solutions, as well as independent labels behind Travis and Paul Weller, where he held a leadership position in digital affairs.

Virgin describes Paupe as a “pioneer in the development of the digital music business.”

“We know Adrian’s relationships and experience will be crucial to our ongoing growth and success worldwide.”

JT Myers, Virgin Music Group

“Adrian played a significant role in building Pias and was integral to creating a world-class organization that serves the independent music sector,” said JT Myers, Co-General Director of Virgin Music Group.

“We know that his relationships and experience are vital for our continued growth and success globally. We are thankful for his key role in the global leadership team at Virgin.”

“Working with JT, Nat, and the Global Virgin Music Group is a fantastic opportunity to grow a truly special and essential service.”

Adrian Paupe, Virgin Music Group

Paupe expressed his excitement about collaborating with Pias in his new role at Virgin, emphasizing their mission to create services that empower independent entrepreneurs around the globe.

“Working with JT, Virgin Co-CEO Nat (Pastor), and the Global Virgin Music Group team is a remarkable opportunity to help develop an essential service.”

This announcement comes a few months after Mark Robinson left Paramount Global to take on the newly created position of executive vice president for global businesses and legal affairs.

Over the past year, the company has made several notable appointments, including Cindy James as the general manager of Virgin in North America, Nikol Thomas as the co-leader of the South African division, and Justin Bamper as the senior vice president of Global Sync.

Virgin took a significant step last fall with the announcement of their acquisition of City Center Music Holdings for $775 million, with the deal expected to close in the second half of 2025.