Laurel Borrowman

Since 2021, Laurel has worked in the Digital Marketing department of Nettwerk Music Group, a veteran label founded in 1984 guided by this core principle: We release music that we love. Laurel quickly moved up from her initial position of Manager, Digital Marketing to Senior, then Director, Digital Marketing in less than two years. While she rose quickly at Nettwerk, it was by no means due to chance, but the culmination of more than a dozen years of previous work in the music industry on teams in almost every area, from journalism, PR, and marketing, to production and even touring and recording as a band member. This was laid on an academic foundation in communications from college diploma to graduate degree, while morphing through three decades of technological shifts that shaped culture and the industry. That formation started with her parent's analog collection on cassette and vinyl in the late '80s, through CDs and torrents in the '90s, to the ipod's heydays, the rise of streaming ubiquity, to adoption and saturation of blogs and social media, to the industry's present climate, where she draws from all this and a lot more to create artist-first, fan-focused digital marketing strategies to connect musicians and people in meaningful and lasting ways.