Veronica Sanjines, senior director of marketing, Warner Records

Please respect that the discussions in this lecture series are off-the-record, with a no social media policy. If you are not registered for this class and would like to join, please email bwerde@syr.edu for the link.

This week’s Rezak lecture provides a unique opportunity to explore the ways in which a major label leverages TikTok trends. Our guest, Veronica Sanjines, is senior director of marketing for the storied Warner Records label, where she works directly with artists including Anitta, Ashnikko, David Guetta, Gorillaz, Omar Apollo, Tegan & Sara and more. We will discuss her career path, day-to-day job, current trends in marketing and data and much more. And we will specifically deep-dive into TikTok. In just the past week or so, Ashnikko has seen her song “Slumber Party” spike on the platform. Meanwhile, TikTok star (and Warner artist) Nessa Barrett has seen “La Di Die” take off. Come get a peek behind real-time, key marketing decisions. 

Veronica Sanjines, senior director marketing, Warner Records

Since joining Warner Records in 2018, Veronica Sanjines has been responsible for executing innovative marketing campaigns for acts including Anitta, Ashnikko, David Guetta, Gorillaz, Omar Apollo, Tegan & Sara and more. In the last 18 months her artists have executive produced a Netflix series for which they contributed exclusive music, published a New York Times bestselling memoir alongside recording a new album and raised millions for COVID relief via groundbreaking livestreams.

An avid concert-goer and lifelong music fan, Sanjines began her music industry career as a freshman when she accepted a position as a Sony Music College Rep in Philadelphia. Upon graduating she became a coordinator at Epic Records where she created grassroots marketing campaigns for artists including The Fray, Good Charlotte and Modest Mouse. From there she continued to grow within Sony Music, taking on roles in digital sales for Epic and Columbia Records where she negotiated exclusive content campaigns with Verizon and Beyonce, Apple and John Legend and MGMT to name a few.

Prior to joining Warner Records, Sanjines spent several years at Astralwerks/Capitol Music Group where she was Halsey’s project manager, developing her since her signing to the label in 2014. During that time Halsey went from posting songs on Soundcloud to a Grammy-nominated artist with multiple platinum-selling albums.

A native east coaster, she currently lives in Los Angeles with her husband and two children.