The Orchard hires Jay Andino to head new urban division

New York-based The Orchard has named Jay Andino vice president of its newly established Urban Division.

In this role, Andino will lead urban strategy and operations, including oversight of relationships, acquisitions, and sales and marketing.

He also will be responsible for seeking and securing opportunities with key urban artists, labels, management companies and other strategic partners.

Andino will report to The Orchard’s CEO Brad Navin.

“Jay’s enthusiasm and exceptional track record in the urban genre make him the ideal candidate for The Orchard’s Urban Music division,” Navin said.

“We are excited to welcome him to our global team as we further expand The Orchard’s unparalleled offering.”

Andino added, “I am extremely excited to be working with the great collection of experienced and developing talent at The Orchard to build this new Urban Music division.

“We are in a unique position to extend a global value proposition to our label partners and future signings."

Andino joins The Orchard from Lyor Cohen and Kevin Liles’ 300 Entertainment.

There he was director of national urban and rhythm promotions, driving campaigns for artists such as Young Thug, Fetty Wap and Migos.

Previously, Andino was at Interscope Records, working on projects for Kendrick Lamar, Rae Sremmurd and Eminem.

He began his career in music at SRC Records under Gaby Acevedo and Steve Rifkind, promoting records from multi-platinum artist Akon.

The Orchard is a leading music, film and video distribution company operating in over 30 markets worldwide including Australia.

With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry.