We reported ages ago that Warner UK was planning on rebranding its sexily named catalogue label, Warner Strategic Marketing, as Rhino, the name of the major's well respected US catalogue and compilations outfit. But then all went quiet on the rebrand, so I kind of assumed they'd changed their mind. Then again, it's quite hard to keep up with label structures at Warner, given that their corporate website still lists their UK divisions as East West and WEA London, which were, in fact, rebranded as Atlantic and Warner Bros years ago.
Anyway, WSM UK is, in fact, going to be rebranded as Rhino, as part of an initiative to expand the Rhino brand around the world. The expansion will also involve making much of Rhino's catalogue roster available digitally outside the US for the first time - including music from the likes of Aretha Franklin, Ray Charles, The Doors, Chicago, Black Sabbath, John Coltrane, Yes, Alice Cooper, Linda Ronstadt, The Ramones, The Monkees, Carly Simon and Curtis Mayfield.
Confirming the expansion, Warner Music International's Vice-chairman, John Reid, told reporters: "We are extremely proud to be adding the prestigious Rhino brand to WMI's line up of labels. Rhino is synonymous with quality and a commitment to bringing Warner Music's rich catalogue content to consumers in inventive, compelling and user-friendly ways. We look forward to taking Rhino across WMI in that same spirit and to fully exploring the wealth of digital opportunities that exist for our extraordinary array of catalogue material".
Confirming that digital and mobile projects were key to the expansion, he told Billboard: "Rhino has been building its brand nicely over the last two years in the US. We held off [launching globally] until now because we wanted a platform to launch it on. We feel that the digital platform is the opportunity right now".
Rhino's LA based president Scott Pascucci added: "The worldwide launch of Rhino as Warner Music's official catalogue label will allow us to unify our global efforts in new and interesting ways under a single banner as we transition from a CD business to a diverse multi-platform music-based entertainment company".
As well as WSM UK becoming Rhino UK, there will be new Rhino divisions (again generally replacing existing catalogue concerns) in France, Germany, Austria, Switzerland, Spain, Italy, Scandinavia, Finland, Benelux, Australia, Japan, Brazil, Mexico and Canada, with the MD of each region's division reporting in to the chief of their local Warner HQ.
By the way, and elsewhere in Warner Music news, the major has announced it has completed its acquisition of 73.5% of formerly independent rock label Roadrunner, a deal first announced in December. They had been awaiting regulatory approval from Germany, which has now been obtained. The rock label will continue as a pretty autonomous outfit, within Warner's Atlantic Records Group.