Today, Stem announces several promotions of key leaders within their Marketing, Artist & Label Commerce & Partnerships, and Artist Relations divisions. This latest round of promotions signals the Stem team’s devotion to its mission of empowering independent musicians and labels with the tools and infrastructure to operate autonomously in 2024.
Seth Faber (promoted to General Manager)
Seth Faber has been promoted to General Manager of Stem; he was previously SVP of Artist & Label Strategy. As GM, Seth will be responsible for the entirety of the artist experience on Stem, and he’ll oversee functions including artist marketing & development, commerce, international, customer success, content operations, brand marketing, & product. Seth will continue to report to Kristin Graziani, President of Stem.
“I’m truly grateful for Seth’s tireless work & vision; he’s consistently pushed us to innovate and take our offering to the next level. Our artists and team will undoubtedly continue to benefit from his leadership,” noted Graziani
Added Faber, “I deeply appreciate Kristin & Milana (Lewis), for giving me the opportunity to lead an incredible team of fervent artist advocates. We will continue to develop our arsenal of capabilities, to further empower our exceptional artists & labels.”
In addition to architecting Stem’s artist & label services, Faber has worked directly on campaigns for artists including LANY, 3LAU, Big Gigantic, DRAMA, and Rachel Platten, among others.
Todd Perry (promoted to VP of Artist & Label Relations)
Todd L. Perry II has been promoted to VP of Artist & Label Relations, Hip-Hop & R&B at Stem, he previously was Head of Artist & Label Relations, Hip-Hop & R&B. He’ll continue to report to Kristin Graziani, President of Stem. Over the past year, Todd has been responsible for his signing of Breakout Detroit Rapper, Veeze. Veeze’s album Ganger debuted at #1 on Billboard’s “Heatseeker chart,” and also charted on Independent Albums and Billboard 200 album charts.
Todd also went on to release Jeezy’s first independent album since his Def Jam departure entitled, I Might Forgive, But I Don’t Forget which charted #4 on the Billboard Rap Chart and #5 on the Billboard Hip-Hop/R&B as well as having one of the most viral marketing moments with his sit down interview with Nia Long.
Additionally, Perry brought on acts to the Stem platform such as SAINt JHN, Jeezy, Sabrina Claudio, Mario, SoFaygo, Melii, Sebastian Mikael, ELHAE, Wolfpack Global Label, RAAHiiM, RAURY, Jidenna, and Ghostface Killah.
Natalie Sellers (promoted to Senior Director of Artist & Label Commerce & Partnerships)
Natalie Sellers has been promoted to Senior Director of Artist & Label Commerce & Partnerships at Stem. As Senior Director, Natalie will be responsible for building out Stem’s network of partners and expanding artist marketing and development opportunities.
Sellers leads Stem’s Commerce team to champion Stem Direct’s new releases with the company’s commercial partners through a thoughtful and data-driven approach to playlist and editorial pitching. Since joining Stem in 2018, Natalie has made impactful contributions to releases from artists including Brent Faiyaz, Wiz Khalifa, Jeezy, bbno$, Justine Skye, including the meteoric viral success of her 2014 song “Collide,” which hit #1 on TikTok’s platform at the top of 2023, and Natalie and her team have helped Skye capitalize on to achieve a major breakthrough for her as it currently is commanding 1.26 million daily streams on Spotify.
Bolstering Brent Faiyaz’s WASTELAND rollout, Sellers secured 450+ Global DSP playlists, 34 playlist covers, and 9 billboards. Furthermore, Sellers locked in a Spotify package that included major market billboards, home banner placement on the Spotify mobile app, a CRM email, social media support on official Spotify channels, & push notifications.
“Natalie is an adept streaming executive. She possesses a unique combination of marketing prowess and artistic sensibility that continues to make her the perfect leader for our Commerce team.” said Faber, to whom Sellers will continue to report.
When asked about her new role Sellers noted “I’m excited to continue championing our incredible artists and their teams as they make waves in the independent space. I look forward to nourishing Stem’s relationships with our many partners who share our enthusiasm for our diverse and talented roster.”
Additionally, Sellers notably spearheaded the launch of Stem’s Playlist Pitching tool enabling Stem clients to easily pitch their releases for editorial consideration. As a member of Stem’s DEI committee, Sellers also assists with ideating and highlighting cultural programming opportunities for Stem artists both internally and externally.
Lexi Roney (promoted to Director of Brand Marketing)
Lexi Roney had been promoted to Director of Brand Marketing at Stem. As Director, Lexi will be responsible for leading and expanding all branding and partnership initiatives for Stem Distribution. Additionally, Roney will continue to manage the distribution marketing team, focusing on expanding the go-to-market strategy and growing brand awareness across all channels.
Previously, as Marketing Manager at Stem, Lexi oversaw the entire distribution and marketing strategy from event creation and execution, PR, brand partnerships, social media management, and everything in between.
Since joining the company in 2019, she has notably inked partnerships with Places + Faces, TIDAL, Hart House, El Cristiano Tequila, STURDY, Happy Hour Tequila Seltzer, Soulection, RAW Rolling Papers, amongst many others. Additionally, Roney has played an integral role in numerous industry and artist events including Yeek, Brent Faiyaz, Omarion, Veeze, Grammy Week, and Coachella, amongst others.
Noted Faber of Roney’s promotion, “Lexi is the ideal executive to captain our brand marketing efforts; she has a rich understanding of Stem’s mission and a firm grasp on the cultural landscape in which our artist & label partners operate.”
Stem provides a financial platform for creators, artists, and their teams to run their businesses with clarity and long-term career sustainability. Launched in 2015 by Co-Founder and C.E.O. Milana Rabkin Lewis, its intuitive interface enables clients to track, divide, disperse, and even donate revenue to various recipients, designating percentages and simplified splits with the utmost fairness and accountability in real-time. Recognizing the innovation and lucidity of this ecosystem, Fast Company hailed STEM among its “Most Innovative Companies” in 2021, while builtin named it one of the “Best Places To Work” in 2020 and 2021.