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VINYL GROUP STRENGTHENS SENIOR LEADERSHIP TEAM ACROSS STRATEGY AND COMMERCIAL OPERATIONS

Soda Communications for Vinyl Group

Key Facts:

• Vinyl Group Ltd has appointed Lucie Caswell as Chief Business Strategy Officer and Kurt Burnette as Interim Chief Commercial Officer to strengthen its senior leadership team.
• Lucie Caswell brings extensive experience in music rights, digital entertainment, licensing and global content partnerships, having previously held senior roles at ERA, Songtradr, Bandcamp, 7digital and the Music Publishers Association.
• Kurt Burnette joins with over three decades of commercial media experience, including his former role as Chief Revenue Officer at Seven West Media, where he led a team delivering more than $1.2 billion in annual advertising revenue.
• Caswell will lead global publisher and partner relationships and support business development and M&A opportunities, whilst Burnette will oversee consolidated commercial strategy across advertising, branded content, partnerships and platform revenue.
• The appointments follow Vinyl Group's recent expansion, including a franchise agreement with Time Out Australia and the addition of brands acquired through the Val Morgan Digital transaction, such as LADbible Group, BuzzFeed and Vox Media.

Melbourne, Australia, 20 July 2026: Vinyl Group Ltd (ASX: VNL) (Vinyl Group or the Company), an adaptive media and music technology company, is pleased to announce the appointment of Lucie Caswell as Chief Business Strategy Officer and Kurt Burnette as Interim Chief Commercial Officer.

The appointments strengthen Vinyl Group’s senior leadership capability across global partnerships, commercial strategy and revenue execution as the Company continues to integrate recent acquisitions and scale its portfolio of media, music, technology, commerce and creator platforms.

Lucie Caswell is a highly experienced executive across music rights, digital entertainment, licensing, policy, public affairs and global content partnerships. She joins Vinyl Group following senior leadership roles with the UK’s digital entertainment and retail association ERA, Songtradr, including Bandcamp and 7digital, the Music Publishers Association and the Featured Artists Coalition. She is also a trusted adviser to global services across the audiovisual, technology and music sectors.

In the newly created role of Chief Business Strategy Officer, Lucie will lead Vinyl Group’s global publisher and partner relationships, support group-level business development and M&A opportunities, and help ensure the Company’s growing portfolio of Publishing and Platforms partnerships is represented effectively across key international markets and strategic growth opportunities.

Kurt Burnette joins Vinyl Group as Interim Chief Commercial Officer, bringing more than three decades of media, sales, digital, sport, major events and commercial leadership experience.

Kurt was formerly Chief Revenue Officer at Seven West Media, where he led a national sales team of more than 450 people delivering more than $1.2 billion in annual advertising revenue. He also held senior roles including Chief Sales and Digital Officer, Director of Network Sales, and Chief Revenue Officer and Event Director for the Olympic, Paralympic and Commonwealth Games.

In his role with Vinyl Group, Kurt will lead the Company’s consolidated commercial strategy across advertising, branded content, partnerships and platform revenue. His remit includes developing a unified go-to-market strategy for Vinyl Media, strengthening agency and direct advertiser engagement, improving digital advertising and branded content pricing architecture, building internal sales capability, and supporting the commercial integration of recently acquired assets, including Pedestrian Group.

The appointments follow Vinyl Group’s recent expansion of its media partnerships and digital publishing representation portfolio, including the long-term franchise agreement with Time Out Australia and the addition of brands and audiences acquired through the Val Morgan Digital transaction, including LADbible Group, BuzzFeed, Fandom and Vox Media.

Vinyl Group CEO Josh Simons said: “Vinyl has scaled its reach quickly, and the next phase is about turning that expanded platform into a more integrated, efficient and commercially powerful business.

“Lucie brings exactly the kind of global rights, licensing, policy and partnership experience Vinyl needs as our network of international publishing and commercial partners grows.

“Kurt brings deep senior commercial leadership across media, digital, major events and agency relationships. He has operated at a level very few commercial leaders in this market have, and his experience is directly relevant to the opportunity in front of Vinyl Media.

“These appointments give us the senior commercial and strategic capability needed to integrate our expanded portfolio and execute the next phase of Vinyl’s growth.”

Lucie Caswell said: “Vinyl Group has built a genuinely exciting portfolio across media, music, technology, commerce and creator platforms. I’m delighted to be joining the team at such an important stage of growth and look forward to working with Vinyl’s global partners to build long-term strategic value.”

Kurt Burnette said: “Vinyl Group has assembled a unique, strategically aligned, portfolio of media brands, platforms and audiences at a time when advertisers are looking for more connected, culturally relevant and effective ways to reach consumers and hard to reach audiences. The opportunity now is to bring that portfolio to market with a clear commercial strategy, strong agency and client engagement, and disciplined execution that delivers results for customers and partners.”

The appointments build on the senior executive leadership structure announced on 14 April 2026, when Jono Oake joined Vinyl Group as Chief Operating Officer from TikTok, Michael Globan was promoted to Chief Financial Officer following senior finance roles including at Warner Music, and Jorge Nigaglioni moved into the newly created role of Chief Integration Officer.

They joined Jessy Trengove as Chief Product Officer and Chris Lowe as Tech Director, who have worked alongside CEO Josh Simons since Vampr.

About us:

ABOUT VINYL GROUP

Vinyl Group is a diversified adaptive media and music technology company that connects culture with commerce. Its portfolio spans two divisions, Publishing and Platforms, with tools and services that empower fans, brands and creators. The Publishing division, Vinyl Media, is a powerhouse of culture, premium content and live experiences, with owned and operated titles including PEDESTRIAN.TV, Concrete Playground, Mediaweek and The Music Network, and Australian licences for Rolling Stone, Variety, Time Out, BuzzFeed, Tasty, Refinery29, POPSUGAR and LADbible Group, including LADbible and SPORTbible. The Platforms division includes Vinyl.com, a leading e-commerce destination with more than 60,000 titles; Vampr, a social-professional network and talent marketplace with 1.6 million creators in over 190 countries; and Serenade, a chart-accredited Smart Formats platform helping more than 200 artists and their teams turn physical collectables and live moments into digital fan experiences.

Contact details:

For further information, images or interview opportunities please contact"
Chriss Mannix | Soda Communications
M 0418 408 035
E [email protected]

Karen Strahan | Soda Communications

M 0417 361 465

E [email protected]