Warner Music Artist Services (WMAS), the in-house merchandising, e-commerce, and digital marketing division of Warner Music Group, has promoted Andrew Peterson to Vice President, Tour & Artist Services. With nearly 20 years of merchandising/touring experience, Peterson has toured with several platinum and Grammy-winning artists including Shinedown, Kid Rock, and Panic! At The Disco.
In this role, Peterson will lead Warner Music Artist Services’ Live efforts and serve as the head of WMAS’ Nashville operation, where he is based. Peterson and his team will be responsible for optimizing artist merchandise sales on the road and maximizing bespoke fan VIP experiences. He will continue to report to Dan Goldberg, Senior Vice President, WMAS.
“We’ve been lucky to have Andrew build our Live department since its inception nearly 10 years ago,” said Goldberg. “He truly understands the intricacies of touring and the ins-and-outs of merchandising—and it’s been a pleasure to watch him evolve into the leader that he is today.”
“I’ve always had a passion for live music and creating truly unforgettable and unique experiences,” added Peterson. “I’m grateful to Dan, Matt Young and the entire WMAS team for their support and I look forward to continuing to serve our artists and fans around the world.”
Peterson joined Warner Music Artist Services in 2009 following time at Merchandise Management.