Actually I am sure Warner would tell you they have lots of innovation planned, and that that is why they have just appointed Paul Craig, a co-founder of management firm SuperVision, to the role of General Manager of their Atlantic Records UK division, a move which sees Craig move into a record company after 24 years in management, and which shows that Warner see their future in working with artists on a wider range of projects that just recordings. Very innovative.
Atlantic President Max Lousada says this: "We are entering a changing landscape with masses of opportunity and we are going to have to create different skill sets within our label to take advantage of those opportunities. Paul shares with me an ambition and vision to develop and to start changing what people perceive a music company to be and through his experience he can truly understand the value of the additional rights we are acquiring. He also understands how you can create incremental increases through the synergy of those rights".
As previously reported, Atlantic recently signed buzzy buzzy buzzy Hadouken! to one of those 360 degree deals, meaning they will work with the band of more than just records. Craig's appointment no doubt means more of those deals will be done in Atlantic towers in the coming years.