Sites tapped for RIAA post

Move designed to boost consumer awareness of music org

By ADAM SANDLER

In a move designed to boost consumer awareness of the Recording Industry Assn. of America and the music industry's initiatives, the trade org has tapped Tim Sites to build a new marketing division.

RIAA vet Sites, who has served as head of the org's communications arm since 1991, will now serve as senior veep of marketing.

In the newly created position, Sites will be responsible for coordinating industrywide marketing campaigns that highlight the quality and value of recorded music.

He will also supervise the RIAA's Gold, Platinum and Diamond Awards program to maximize its value to artists, record labels and consumers. The arm will continue to be run by Angela Corio.

Sites will also be charged with overseeing all of the Washington, D.C.-based trade org's research initiatives to better understand the forces and trends in today's music market.

"As a member of the executive team, Tim has been involved in every aspect of the association's agenda for the last eight years," said Hilary Rosen, prexy/CEO of the RIAA, and to whom Sites reports. "His energy, talent and proven track record will enable the RIAA to provide many new and enhanced marketing services for our members."

Plans to boost awareness include building momentum for a broad-based advertising campaign designed to highlight the quality and value of recorded music.

Also under works is a millennium proposal to promote the sale of catalog product through a television show and retail campaign.

"Clearly, consumers' enthusiasm for music provides many short- and long-term opportunities for growth," Sites said. "Tapping into that enthusiasm will be an intriguing challenge."

Since joining the RIAA, Sites has structured the communications department to be an essential component of every RIAA undertaking.

Among other responsibilities, he has worked with association execs to formulate and communicate the recording industry's position on artistic freedom, intellectual property protection, legislation, record piracy, market access opportunities, technology and new products.