NEW YORK, USA // Adriana Sein is a senior entertainment executive and strategic marketer with diverse multicultural experience building talent, brands and properties across Europe, Asia, Latin America, Africa and the Middle East for both start-up and premier corporate organizations. Adriana serves as the SVP and Global Head of Artist and Market Development at ADA, Warner Music Group’s label and artist services arm. Adriana joined ADA in September 2021 as SVP and Head of International before being promoted to her new expanded role where she now also oversees the US Marketing, Synch, Physical and Label Management divisions.

Prior to joining ADA, Adriana was Vice President of International Marketing for Sony Music Entertainment where she oversaw global affairs for Columbia Records. Adriana spearheaded global campaigns for artists including Beyoncé, Pharrell, AC/DC, Harry Styles as well as breakout artists Rosalía, Lil Nas X, The Kid LAROI. Adriana began her career at Ultra Music, a leading independent dance label and media platform, where she established the label’s international department and grew the division into a multi – million-dollar business. Adriana helped the label achieve career-high charts and sales results with global hits Omi “Cheerleader” and Pitbull “I Know You Want Me (Calle Ocho).” She also led the global implementation of Ultra’s strategic joint venture with Sony Music.

Adriana has significant experience driving innovation and has received numerous prestigious industry accolades, including being named one of Billboard’s 2024-2021 International Power Players, 2024-2022 Indie Power Players and 2023-2022 Latin Power Players.

Adriana grew up in San Juan, Puerto Rico before moving to New York to attend Columbia University, where she graduated with a B.A. in Economics.