Rhino Slots Burkert Into Digital Role, Wilburys Roll

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Catalog reissue giant Rhino Entertainment has now tapped Bonnie Burkert to fill the role of Vice President of eCommerce, according to information confirmed Thursday by Digital Music News.

The personnel change, first leaked by a major label source at industry get-together vergeLA on Wednesday, was later validated by a call to Burkert at the Rhino headquarters in Burbank, CA.  During the conversation, a clearly enthused Burkert discussed out-of-the-gate digital successes involving the Traveling Wilburys.  Rhino has now digitally-reissued a significant amount of previously out-of-print content from the supergroup, and Burkert pointed to a top album sales ranking on iTunes.  “A lot of people are buying one song or video, then coming back for the whole album through the Complete My Album feature,” Burkert explained.  The digital reissue is currently limited to a-la-carte downloads, according to Burkert, a structure that leaves subscription-based platforms out of the equation.

The success story follows a period of heavy layoffs at Rhino, though like other labels, digital departments are being bolstered.  Meanwhile, Burkert confirmed that she reports directly to longtime Rhino executive David Dorn, currently Senior Vice President of eCommerce & International at the group.  Burkert officially assumed the reigns on Monday, though parent Warner Music Group did not issue a media release.  Previously, Burkert was Director of Digital Sales at the Global Digital Business Group at Sony BMG in Santa Monica, CA.