The article explores how Niels Walboomers, President of Recorded Music and Publishing for the Benelux region at Warner Music Group, is driving growth through an integrated approach to artist development. By combining publishing and recording strategies, Walboomers has successfully nurtured emerging talent like Roxy Dekker and expanded Warner’s influence in the local market. His leadership has led to strategic acquisitions, including Cloud 9 Records, and the revitalization of Spinnin’ Records as a global dance powerhouse. Walboomers also emphasizes the importance of creative environments, exemplified by the establishment of Amsterdam Music Harbor. Additionally, he highlights ongoing industry challenges such as rights management fragmentation across Europe and calls for a unified system to modernize music licensing.
A Vision for Integrated Artist Development
Niels Walboomers believes that nurturing young talent from the ground up is key to dominating the local music scene. By focusing on early-stage artists and integrating both publishing and recording support, he has created a powerful framework for sustainable success. This dual strategy allows for more control over an artist's trajectory and enables deeper collaboration between departments. Under his guidance, Warner has signed promising acts who have gone on to achieve national and international recognition, proving that investing in raw talent pays off significantly.
Walboomers' philosophy centers around identifying potential early and providing long-term development opportunities. He prioritizes artists aged 16 to 23, believing they are best positioned to shape the future of the music landscape. Unlike traditional models where radio dominance dictates success, Walboomers looks to digital platforms like Spotify and TikTok for trends, allowing him to tap into organic audience engagement. The success of Roxy Dekker, who achieved multiple chart-topping hits in the Netherlands and global recognition, showcases the effectiveness of this approach. By aligning publishing and recordings under one umbrella, Warner can guide artists seamlessly from their initial discovery through production and promotion, ensuring consistency and maximizing impact.
Building Creative Ecosystems and Expanding Dance Dominance
Amsterdam Music Harbor plays a central role in Walboomers’ vision, serving as a dynamic hub where creativity thrives. By housing top-tier studios alongside office spaces, it fosters spontaneous collaborations and accelerates artistic growth. At the same time, his leadership at Spinnin’ Records reinforces Warner’s position as a global leader in electronic dance music. Through strategic signings and international expansion, Walboomers aims to elevate Spinnin’ beyond its Dutch roots while leveraging Warner’s global infrastructure to amplify its reach.
The relocation to Amsterdam Music Harbor was not just a logistical move but a cultural shift. Having studios integrated within the workspace encourages real-time collaboration, something that traditional setups often miss. Artists like CYRIL and Roxy Dekker benefit from this proximity, leading to organic content creation and viral moments on platforms like TikTok. This environment also attracts external talent seeking a supportive yet innovative space to develop their sound. Meanwhile, Walboomers' oversight of Spinnin’ Records marks a new chapter for the label. With acts like Cyril gaining global traction, he envisions expanding Spinnin’s influence beyond the Benelux region. By identifying rising stars worldwide and maintaining strong ties with homegrown talent, Walboomers is positioning Spinnin’ as a bridge between regional authenticity and global appeal, further strengthening Warner’s footprint in the competitive EDM market.