Bravado, Universal Music Group’s merchandise and brand management division, has announced the promotion of artists and repertoire (A&R) and music merchandise executive, Rachel Redfearn. Effective immediately, Redfearn, in her newly expanded role as senior vice president, A&R and brand management, will have her responsibilities expanded globally from the U.K. Redfearn will report to  Matt Young, global president, Bravado.

Credited for signing the Spice Girls, Elton John, Skepta and many others, Redfearn’s strategic elevation will reinforce Bravado’s A&R efforts. While continuing to lead a London-based team of A&R executives, Redfearn will focus on developing greater synergy among Universal Music Group’s labels, divisions and central business units to help amplify creative and commercial opportunities for Bravado’s artists. In addition, A&R executive, Ben Coe, has been elevated to senior brand manager, supporting Redfearn across all aspects of project delivery and artist support. 

“Rachel is a hugely respected and experienced A&R executive across the entire music industry,” says Young. “She is not just incredible with our artists, she’s a formidable leader and colleague. I look forward to working with Rachel as we accelerate Bravado’s mission to elevate our artists’ brands around the world – there’s so much exciting work ahead.” 

“Under Matt’s leadership, Bravado is entering an exciting era where we are working with our artists to deliver unprecedented activations and opportunities,” says Redfearn. “I’m proud and delighted to be a part of the next phase of Bravado.” 

Prior to joining Bravado, Redfearn began her career at independent, U.K.-based merchandiser, Razamataz, which she co-led. From there, she joined The Merchandise Company (TMC). Based out of Los Angeles, Rachel set up TMC’s European division, managing an office out of London, with distribution in Dortmund. She joined Bravado in 2009 as A&R manager and was promoted to head of A&R in 2011. She was elevated to vice president, A&R and brand management in 2019, with an expanded team and brand-focused mission.