LaTrice Burnette, an accomplished executive and widely respected industry leader and someone who was instrumental in early support for UB, has been appointed Executive Vice President, Def Jam Recordings/President, 4TH & Broadway.
Announced today by Tunji Balogun, Chairman & CEO, Def Jam Recordings.
LaTrice will bring 4TH & Broadway to its new home at Def Jam Recordings, availing itself of Def Jam‘s marketing and promotion acumen and resources, while integrating its core staff. The expertise and guidance Trice has shown in the growth and development of 4TH & Broadway artists Young Devyn, Lil Migo, Pap Chanel, Chiiild, and Kidd Kenn will now be brought to her new post at Def Jam. LaTrice is based in New York, and will apply her vast experience and marketing savvy across Def Jam‘s entire roster of superstars and emerging artists, and will report directly to Tunji Balogun.
“LaTrice is a proven leader, a consummate professional, and someone who’s work and reputation I’ve admired for a long time,” states Tunji. “Her laser-sharp focus and business acumen, her expertise in artist development, and her experienced, holistic view of the both the marketplace and the industry make her a pivotal addition to the team we’re building here and the vision for where we’re headed. I’m thrilled to welcome LaTrice to the Def Jam family.”
“I am thrilled to join Def Jam, an iconic label and brand that’s been influential in music and culture for decades,” says LaTrice. “I thank Tunji for his support and I am excited for the incredible opportunity to work alongside the executive team, staff and amazing artists. I look forward to developing and breaking the next generation of global superstars under Tunji’s leadership and musical vision.”
In addition to her leadership roles at Def Jam and 4TH & Broadway, LaTrice Burnette is Chair of the Programming and Curation Committee of Universal Music Group’s Task Force for Meaningful Change. In that role, her committee promotes dialogue and understanding through speaker forums, counseling, and educational and creative programming focused on the themes of tolerance, equality and inclusion – especially around the intersection of Black Music, art, lifestyle, fashion, technology and creators, as well as celebrating Black artists and creators, and conducting thoughtful discussions on current events.
In 2017, LaTrice was named to Billboard’s “40 Under 40” list of music’s top young power players. In 2018, she was honored as part of Billboard‘s prestigious “Women in Music” issue. In 2019, LaTrice Burnette was named to Variety’s “Power of Women New York” Impact List. In December 2020, she was named to the XXL Awards executive board and appeared on the cover of the “Hip-Hop Heavyweights” issue of the magazine.
LaTrice joined the UMG senior executive team in 2018, when she was appointed Executive Vice President and General Manager, Island Records. At the label, she led the breakthrough creative and marketing campaigns for artists including Jessie Reyez, Skip Marley, Buju Banton, Toni Braxton, Emotional Oranges, Baby Rose, and others.
LaTrice Burnette came to UMG and Island after eight years at Epic Records, where she rose to Senior Vice President of Marketing. Among her many achievements there, she was instrumental in the record-setting album release strategy that resulted in Future becoming the first artist in the 60-year history of the Billboard 200 to have two different albums debut back-to-back at #1. She also led marketing campaigns for DJ Khaled, Travis Scott, Yo Gotti, Bobby Shmurda, Blac Youngsta, Ciara, Diddy, and others.
Born in Brooklyn, LaTrice began her career in the music industry at Roc-A-Fella Records in 1999, while attending Pace University. Teen People magazine recognized the work at Roc-A-Fella and highlighted her in their “Who Wants To Be a Music Mogul” feature, alongside Juelz Santana.