Virgin Music Group Appoints Pieter van Rijn as COO After Downtown Music Acquisition

Virgin Music Group (VMG) has officially finalized its acquisition of Downtown Music Holdings. As part of this strategic move, Pieter van Rijn, formerly CEO of Downtown, has been appointed as Chief Operating Officer of VMG.

This acquisition reshapes the independent music services sector, reinforcing VMG’s ambition to create a comprehensive global platform for artists, labels, and rights holders.

Based in Amsterdam, van Rijn will report directly to co-CEOs Nat Pastor and JT Myers. His responsibilities will include overseeing worldwide operations, technology, product development, and strategic integration across the newly combined entities.

Van Rijn's extensive career includes leadership roles in distribution, publishing administration, neighboring rights, and sync. Previously, as CEO of FUGA, he spearheaded significant expansion, transforming the company into a full-service label services platform operating in over 50 countries.

The deal's completion follows the European Commission's recent approval of VMG and Universal Music’s $775 million acquisition of Downtown, after a thorough two-phase competition review. Regulators primarily focused on data-access concerns related to Curve Royalty Systems. To gain approval, UMG agreed to divest Curve entirely, ensuring its independent operation until the sale is finalized. The commission concluded that the merger, excluding Curve, would not significantly impede competition, given the presence of numerous alternative service providers and a moderate combined market share.

Virgin/UMG initially announced their intention to acquire Downtown in late 2024, aiming to integrate Downtown’s diverse services – including FUGA, CD Baby, Songtrust, and Downtown Artist & Label Services – with VMG’s global distribution, neighboring rights, sync, and marketing capabilities. Downtown, established in 2007 by Justin Kalifowitz, serves over 5,000 clients and more than four million creators globally.

The acquisition also marks the departure of Kalifowitz, who reflected on his nearly two decades at the helm in a public letter. He noted that Downtown was built during a challenging period for the industry, thriving by investing in “more music, more entrepreneurs, more global participation.” Kalifowitz emphasized that Downtown’s legacy lies in its people and culture, stating: “Service beats control. Infrastructure beats trend‑chasing. Culture beats hierarchy.” He expressed pride in what they’ve built and confidence in van Rijn and the Virgin leadership.

Andrew Bergman, Downtown’s former chairman, will transition into a senior advisory role.

Executives from both companies have emphasized the acquisition as a long-term investment in the independent sector. Pastor highlighted van Rijn’s appointment as evidence of VMG’s commitment to a “thoughtful and strategic” merger. Van Rijn added that the “combination enhances the choice, service and global reach available to the independent community,” pledging to “strengthen what makes both companies special and deliver even greater value to the entrepreneurs we serve.” Myers acknowledged Downtown’s leadership for fostering an “organization defined by its powerful belief in independent creators.”

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