It was announced today that Niki Roberton has joined the team at RCA Records as Senior Vice President, Creative. In this newly created role, Roberton will spearhead a shared strategy across our overall creative direction, live events, experiential initiatives, and online content. Roberton and her team will work in tandem with Camille Yorrick, Executive Vice President, Visual Content Production, and her team who continue to lead on music video and visual content production for all screens.

Roberton joins RCA Records from IAMSOUND, which she founded in 2007, as a record label that helped launched the careers of Florence and the Machine, Lord Huron, Charli XCX, Banks, Salem, Mk.gee and more. IAMSOUND later expanded into a creative agency and visual artist management firm where Roberton worked directly with labels and brands to build out marketing campaigns, both digital and experiential, with recent work including Mitski and The Weeknd. As a manger, Roberton represented a global roster of creative directors and live show designers that worked with artists such as Olivia Rodrigo, Slowthai, Ellie Goulding, MØ, Madonna, Girl in Red, Griff, Tate McRae, 070 Shake, Angel Olsen, and Arlo Parks. 

Roberton, who has been recognized with multiple Clio Award wins for work with artist such as Billie Eilish and Solange, started her career in music scouting for Parlophone Records while studying Fine Art at university. She has also directed music videos and as a consultant, worked with A24 on their record label and Riot Games on music marketing. 

Roberton will work out of RCA Records’ Los Angeles Headquarters.