Patrick Mushatsi-Kareba named Sony CEO for 3 countries

Written by on 17 January 2017

Former Universal Music Group (UMG) general manager of marketing and digital Patrick Mushatsi-Kareba was named CEO of Sony Entertainment Germany, Switzerland and Austria this week.

He was welcomed by former UMG colleague Daniel Lieberberg who was announced as Sony president for continental Europe and Africa last week.

“His unique combination of skills, which draws on all sides of the value chain, will help us further build on the great artist development coming out of the GSA [Germany, Switzerland and Austria] region and maximise the many commercial opportunities for Sony Music’s artists,” Lieberberg said.

Mushatsi-Kareba has also held positions in the European music operations of Apple.

“I would like to thank Daniel for his continued confidence in me, and I am thrilled for the opportunity to lead the talented team at Sony Music GSA,” Mushatsi-Kareba said.

“I look forward to working with all the accomplished executives at Sony Music and the many wonderful artists across Germany, Switzerland and Austria to further expand our success in the region.”

Mushatsi-Kareba is of Italian and African descent. He recently featured in the German documentary Being Black in Germany where he discussed growing up in a multicultural neighbourhood as well as the racism and rejection that he was subjected to as a young man.

He was born to an Italian mother and Burundian father. His parents separated a few months after he was born. He identifies as an Italian and said he “grew up in a typical Italian family”.

Mushatsi-Kareba developed an interest in politics to better understand why racial divisions exist in society. He concluded that people who carry prejudices such as racism need to be educated.

Education, he says, can be achieved through music because access to music in a digital age has become increasingly easier to attain. Mushatsi-Kareba says people receive music in various ways and the stereotypes they hold begin to fall away when they listen to different types of music.

“I think music showcases what happens in Germany on a daily basis and these strong stereotypes are starting to melt,” he said.

Mushatsi-Kareba’s passion for music and uniting people has led to various top position in the music sector. He assisted in developing the Deutsche Telekom’s digital music strategy between 2002 and 2005, after which he played a role in the launch of music service Napster for the European market.

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