Virgin Music Group Appoints Nicole Thomas as Managing Director
Virgin Music Group, the world’s leading partner to independent artists, labels, and entrepreneurs, has announced the promotion of Nicole Thomas to Managing Director of South Africa. Thomas previously served as Co-Country Manager of Virgin Music Group South Africa and has been instrumental in shaping the company’s recent success in the region.
Leadership Recognised at a Pivotal Time
Praising the appointment, JT Myers, Co-CEO of Virgin Music Group, highlighted Thomas’ impact on the business. He noted that her focus, energy, and leadership have made a tangible difference for labels across the region, adding that her deep relationships within the artist and business community position her perfectly to drive continued growth in South Africa.
Driving Collaboration and Artist Development
Thomas expressed gratitude for the confidence shown in her leadership, emphasising her commitment to expanding collaboration with South Africa’s music entrepreneurs. She reaffirmed Virgin Music Group’s focus on developing innovative artists and strengthening partnerships within the local ecosystem.
A Strong Track Record of Success
Michael Roe, Managing Director of Virgin Music Group Africa, Middle East, and Asia (AMEA), credited Thomas’ knowledge and industry relationships as integral to the company’s momentum. Over the past two years, Virgin Music Group South Africa has experienced an exceptionally successful run under her leadership.
Award-Winning Artists and Global Recognition
During this period, Virgin Music Group-supported artists have achieved notable accolades. Dlala Thukzin and Lwah Ndlunkulu claimed South African Music Awards, while a cappella group Just 6 earned a 2024 GRAMMY nomination for their rendition of “Angels We Have Heard On High.” Dlala Thukzin was also nominated for Best International Act at the 2025 BET Awards.
The company expanded its regional footprint by signing Zimbabwean stars Saintfloew and Freeman HKD, alongside rising talent Naledi Aphiwe. Aphiwe made history as the youngest recipient in the Metro FM Awards’ 18-year history, winning Best African Pop Song for “Romeo & Juliet.”
High-Profile Releases and Cultural Impact
Virgin Music Group South Africa also partnered with America’s Got Talent Season 14 finalists Ndlovu Youth Choir, releasing a reimagined isiZulu version of “Bohemian Rhapsody.” Backed by Queen’s remaining members and the Freddie Mercury Foundation, the release was accompanied by a visually striking music video that garnered global media coverage from outlets including BBC News, The Times, and NPR.
In addition, Virgin Music Group partners secured a total of 13 nominations at the Basadi in Music Awards 2025, celebrating women’s achievements across the music industry.
Championing Emerging Genres
The company has also played a key role in supporting the rise of South Africa’s Lekompo genre, partnering with influential artists such as Shandesh, Kharishma, Janesh, and Mvzzle, all of whom are shaping the sound’s growing popularity.
Strengthening Strategic Partnerships
Virgin Music Group South Africa recently extended its long-standing partnership with Gallo Record Company, one of the country’s most respected record labels and music publishers. The agreement includes Content Connect Africa, a pioneering independent media and content business with strong ties to major telecommunications networks and a legacy in CRBT innovation.
A Career Rooted in the Music Business
Thomas brings extensive industry experience to her role. She joined Virgin via independent distributor Electromode, where she served as General Manager. Her background also includes studio management at CSR Studios in Johannesburg, an earlier executive role at Electromode, and a foundation in finance at Primedia Music, where she began her career in 2001.
Key Promotions Within the South African Team
Alongside her appointment, Thomas announced several internal promotions within Virgin Music Group South Africa:
- Gareth Wilson – General Manager
- Nicola Chadwick – Head of Business Affairs & Royalties
- Hlompho Motana – Senior Business Development Manager
- Waide Lemos – Head of Label Operations
Looking Ahead
Headquartered in Johannesburg, Virgin Music Group South Africa continues to strengthen its position as a leading force in the independent music space, with Thomas’ leadership set to guide the company into its next phase of growth.