TuneCore Names Tash Shah Vice President, Global Marketing

TuneCore has named Tash Shah as its Vice President, Global Marketing, the company announced on Tuesday, 10 November 2026. The announcement was made by Brian Miller, the company's Chief Business Officer, according to Music Business Worldwide.

TuneCore is a company that helps artists and rights holders get their music onto streaming services and online stores. The new role puts Shah in charge of the company's marketing worldwide, which is how TuneCore tells musicians what it offers and keeps them using it.

Shah will lead worldwide marketing strategy across four areas: brand and creative, customer acquisition, lifecycle and retention, and product marketing. Customer acquisition means bringing new users in. Lifecycle and retention cover what happens after they sign up, including whether they stay. Product marketing explains specific tools and services to the people who use them.

She will report to Brian Miller and sits on TuneCore's senior leadership team. That seat means her work is part of the company's top-level decisions, not a separate department run at a distance.

Shah is not new to the company. She joined TuneCore in 2023 as Vice President, International, according to the same report. Before that, she spent 12 years at Spotify, where she was the company's first Head of Marketing in the UK.

For a music service, marketing is about more than advertising. It shapes how an independent musician in one country hears about a release tool, signs up, and decides whether to pay for it. Those decisions add up across the company's users, and they are part of how a distributor keeps its customers on board year after year.

Shah's move from a streaming giant to a distribution service follows a path many people in the industry have taken. Her career has spanned both sides of the business: the platform where music is played, and the service that helps artists reach that platform in the first place.