June 18, 2008

By By Wolfgang Spahr, Berlin

Sony BMG's Columbia Germany label has launched a Berlin cell.

With immediate effect, the label's Munich team will concentrate on the mainstream pop and pop-rock genres, while the new Berlin office will be responsible for its alternative and progressive pop artists.

Overall responsibility for the two cells rests with Munich-based Philip Ginth?r, head of Columbia Germany, together with Mark L?scher, head of Four Music and Columbia Berlin. L?scher reports to Ginth?r.

"With this new structure, we are able to leverage the individual skills of the two teams even more effectively," explains Ginth?r. "We are closer to our artists, are able to implement our agenda more swiftly and are thus more potent as a label."

Notes L?scher, "We will be able to act even more efficiently rather than merely reacting."

Subscribe to Billboard magazine today!