Vinyl Group has appointed Kurt Burnette as interim chief commercial officer and Lucie Caswell as chief business strategy officer.
Burnette, the former chief revenue officer at Seven West Media, will lead the company’s consolidated commercial strategy across advertising, branded content, partnerships and platform revenue.
His remit includes developing a unified go-to-market strategy for Vinyl Media, strengthening agency and direct advertiser engagement, improving digital advertising and branded content pricing architecture, building internal sales capability, and supporting the commercial integration of recently acquired assets, including Pedestrian Group.
Burnette has more than three decades of media experience, including 24 years at Seven, where he led a national sales team of more than 450 people delivering more than $1.2 billion in annual advertising revenue.
He was also the event director for Seven’s coverage of the Olympic, Paralympic and Commonwealth Games.
More recently Burnette has been a consultant at AI production house Cre8tive AI.
“Vinyl Group has assembled a unique, strategically aligned, portfolio of media brands, platforms and audiences at a time when advertisers are looking for more connected, culturally relevant and effective ways to reach consumers and hard to reach audiences,” Burnette said.
“The opportunity now is to bring that portfolio to market with a clear commercial strategy, strong agency and client engagement, and disciplined execution that delivers results for customers and partners.”
Caswell is an experienced executive across music rights, digital entertainment, licensing, policy, public affairs and global content partnerships. She joins Vinyl Group following senior leadership roles with the UK’s digital entertainment and retail association ERA, Songtradr, including Bandcamp and 7digital, the Music Publishers Association and the Featured Artists Coalition.
She is also an adviser to global services across the audiovisual, technology and music sectors.
In the newly-created role of chief business strategy officer, she will lead Vinyl Group’s global publisher and partner relationships, support group-level business development and M&A opportunities, and help ensure the company’s growing portfolio of publishing and platforms partnerships is represented effectively across key international markets and strategic growth opportunities.
“Vinyl Group has built a genuinely exciting portfolio across media, music, technology, commerce and creator platforms. I’m delighted to be joining the team at such an important stage of growth and look forward to working with Vinyl’s global partners to build long-term strategic value,” she said.
The appointments build on the senior executive leadership structure announced on 14 April 2026, when Jono Oake joined Vinyl Group as chief operating officer from TikTok, Michael Globan was promoted to chief financial officer following senior finance roles including at Warner Music, and Jorge Nigaglioni moved into the newly created role of chief integration Officer.
They joined Jessy Trengove as chief product officer and Chris Lowe as tech director, who have worked alongside CEO Josh Simons since Vampr.
“Vinyl has scaled its reach quickly, and the next phase is about turning that expanded platform into a more integrated, efficient and commercially powerful business,” Simons said.
“Lucie brings exactly the kind of global rights, licensing, policy and partnership experience Vinyl needs as our network of international publishing and commercial partners grows.
“Kurt brings deep senior commercial leadership across media, digital, major events and agency relationships. He has operated at a level very few commercial leaders in this market have, and his experience is directly relevant to the opportunity in front of Vinyl Media.
“These appointments give us the senior commercial and strategic capability needed to integrate our expanded portfolio and execute the next phase of Vinyl’s growth.”
