Atlantic drafts in the management.

SuperVision co-founder Paul Craig steps into new role at Atlantic

Atlantic has secured the talents of one of the artist management world's leading names as it looks to develop a more viable and realistic record company model for the changing landscape.

SuperVision Management co-founder Paul Craig is to leave a 24-year career in artist management to step into a newly-created role at Atlantic Records UK as general manager, reporting to president Max Lousada. Craig will oversee the day-to-day running of the label, with a focus on developing its artist relationships and taking full advantage of new revenue streams.

Lousada, who has been aggressive in signing advanced deals with some of Atlantic's new artists over the past year, says he felt it was a very natural move. "We are entering a changing landscape with masses of opportunity and we are going to have to create different skill sets within our label to take advantage of those opportunities," he says.

"Paul shares with me an ambition and vision to develop and to start changing what people perceive a music company to be and through his experience he can truly understand the value of the additional rights we are acquiring. He also understands how you can create incremental increases through the synergy of those rights."

When signing Hadouken! this year, Atlantic entered into an innovative partnership with the group and their management that sees the major sharing in revenue streams beyond recorded music.

"There are a lot of different income streams that we are participating in and we really have to understand how we can be effective in marketing those income streams and also how we can best window that activity," says Lousada.