The always-quite-dull sounding Warner Strategic Marketing division of Warner Music is rebranding as Rhino Entertainment. WSM was created in 2001 to administer the major's back catalogue and compilation releases, including those releases issued under the Rhino label. However President Scott Pascucci says that he's bored of the corporate sounding name and wants to use the imprint's name instead.
Pascucci: "Inside and outside the music industry, people know what Rhino is. It's a strong brand, but it's more than that - it's a community of professionals whose passion for great music, artist worship, and pop culture borders on zealotry. Rhino has a personality that the moniker WSM just can't convey."