BMG appoints Jasper Niebuhr to lead GSA operations

BMG has announced the appointment of Jasper Niebuhr as its new Managing Director, GSA, effective February 1, 2026. Niebuhr will spearhead BMG's integrated recorded music and music publishing operations across Germany, Switzerland, and Austria, bringing his distinctive entrepreneurial expertise to one of the company's most dynamic territories. He will be based in Berlin and report to Alistair Norbury, President, UK, APAC & EU.

In this role, Jasper Niebuhr will focus on accelerating BMG's strategic objectives in the critical GSA market, the company's third largest globally after the US and UK. He joins BMG with over 15 years of leadership and music industry experience across both domestic and international markets. As the co-founder and managing director of Neubau Music, Niebuhr built an integrated management, label, and publishing company from the ground up. He developed artists, producers, and high-performing teams, shaped forward-thinking publishing, marketing, and A&R strategies, and successfully scaled a diverse and sustainable catalog.

Alistair Norbury, President - UK, APAC & EU, said, “We are pleased to welcome Jasper to the BMG leadership team. His entrepreneurial drive and deep-rooted industry knowledge, combined with his experience in building an independent music company like Neubau, make him exceptionally well suited to lead BMG in the evolving GSA market. We are confident that Jasper will build on our strong foundation while pioneering new opportunities and innovative strategies for our artists and songwriters across the region.”

Jasper Niebuhr said, “I am genuinely excited to join BMG and lead the GSA team. BMG has long stood out for its collaborative, ambitious, and forward-thinking ‘artist-first’ culture, as well as its truly integrated model that brings publishing and recordings together under one roof. My focus will be on unlocking new pathways for artists and songwriters, deepening partnerships, and strengthening long-term value creation across the rights business. Equally important is my desire to create a place where our teams, artists, and songwriters feel inspired, move with real ambition, and continually raise the bar so that they can do their best work. I look forward to building that together, both locally and globally.”

The GSA region continues to be a powerhouse for BMG, boasting a robust roster of multi-Platinum certified artists and songwriters across various genres and a strong track record of both publishing and recording successes.

Niebuhr succeeds Marc Johlen, who left the business at the end of last year.

Alistair Norbury added, “We extend our sincere gratitude to Marc for his important contributions to BMG over the past six years and wish him the very best for the future.”