Leading independent D2C retailer and distributor Townsend announces appointment of renowned executive Mike Walsh

20 November 2025 - Press release

 

Townsend—the UK-based global direct-to-consumer e-commerce music retailer and distributor—has today announced the appointment of music business executive Mike Walsh as D2C Sales and Product Consultant. This is a milestone in the company's growth plans following its acquisition by Artone in September 2024.

Based in the UK, Mike is tasked with new business development, industry communications, and product development for Townsend and will report to Bruce McKenzie, Townsend Music's Sales Director. He brings decades of experience as a music and media consultant, with a breadth of expertise across D2C, music tech and innovation, the third sector, and artist management.

Townsend provides technology solutions and marketing support dedicated to direct-to-fan commerce, known for its trusted partnerships with artists, labels, and fans. It operates 1,500 artist stores from modern to classic heritage names, with clients including Barry Can't Swim, Blossoms, D-Block Europe, Gary Numan, Jorja Smith, Leigh-Anne, Lily Allen, Kylie, Noel Gallagher, Shed Seven, and many more.

Through innovative platforms, including the Townsend Music Store, Townsend empowers artists to connect directly with their audiences through physical music purchases, digital downloads, and merchandise, with a best-in-class artist manager and label dashboard as part of its custom-built feature set. Townsend Music is chart-eligible in 18 countries, more than any other UK-based D2C provider, and regularly drives UK Top 10 album campaigns with strong week-one market share across releases.

Mike has served on the board of The Digital Entertainment and Retail Association (ERA) and the Liverpool City Region Music Board, on the music committees of War Child UK and EarthPercent, and as a judge for the Mercury Prize and the Music Week Awards. He is Co-founder and Exec Producer of The Money Trench podcast, and artist co-manager to Dylan John Thomas and Tom A Smith. Mike was recently a partner at music tech company Serenade, which pioneered chart-eligible Smart Formats and was acquired in 2024. He previously oversaw record results for Radio X (and XFM) as part of the management team from 2005, and worked with leading UK artists at Parlophone Records in the nineties.

Mike Walsh,  D2C Sales and Product Consultant for Townsend Music, says: "Bruce and the team have built a business that has shaped the D2C sector—from early pioneers to today's market leader, with an increasingly sophisticated retail platform of their own. The business is full of technical innovation, expertise, and industry knowledge, and I'm excited to help build in the next stage of its evolution." 

Lucas Barr, Head of Operations for Townsend Music, adds: "Mike's deep industry knowledge and commercial acumen bring real firepower to our team. His appointment reinforces our commitment to combining innovative tech with a personal touch, creating standout fan experiences and long-term value for our artists.

"Welcoming Mike at this pivotal moment in the Townsend Music journey, following acquisition by Artone in 2024, marks another key step as we scale up our offering and extend our reach."

Bruce McKenzie, Sales Director for Townsend Music, comments: "Having known Mike for over 20 years, it's a pleasure to now proudly work alongside him as part of the Townsend Team."

Founded in 1978 in Great Harwood, Lancashire, England, Townsend started life as a record shop selling musical instruments, records and merchandise to local music lovers. Having expanded to three retail outlets over the next 20 years, in 2012, it responded to emerging market trends by revising its business model to focus on creating an effective D2C solution for clients in the music industry. The company developed its own proprietary D2C stores platform and set up its first warehouse facility for in-house order fulfilment as part of a full turnkey solution.

In 2024, it was acquired by Dutch company Artone, joining a stable of companies including Bertus, Music On Vinyl, Proper Distribution. It is part of the Chart Committee at the Official UK Charts Company, and a member of The Digital Entertainment and Retail Association (ERA).
Townsend-Music.com