Virgin Music Group elevates Nicole Thomas to Managing Director for South Africa
Virgin Music Group has promoted Nicole Thomas to the role of managing director for South Africa, expanding her responsibilities after previously serving as co-country manager for the region.
Nicole Thomas has steered the South African operation with clear focus and energy, earning praise for driving growth across the company’s label partners in the region. JT Myers, co-CEO of Virgin Music Group, emphasized that Thomas’ deep ties within the local artist and business communities position her as the ideal leader to advance Virgin’s expansion in South Africa.
Thomas expressed gratitude for the confidence shown by Myers and Nat Pastor and affirmed her commitment to continuing to guide the South African team as the company deepens collaborations with South Africa’s music entrepreneurs to nurture emerging artists in the region.
Michael Roe, managing director of Virgin Music Group Africa, Middle East, and Asia (AMEA), highlighted that Thomas’ insights and networks will remain central to Virgin’s ongoing success in the area. He noted that the past two years under her leadership have yielded a notably successful period for Virgin in South Africa.
Virgin’s artist roster has earned multiple accolades, including South African Music Awards for Dlala Thukzin and Lwah Ndlunkulu. The a cappella quartet Just 6 received a Grammy nomination in 2024 for their interpretation of Angels We Have Heard on High. Dlala Thukzin was also shortlisted for Best International Act at the 2025 BET Awards.
The label has also expanded its footprint by signing Zimbabwean stars Saintfloew and Freeman HKD, alongside rising talent Naledi Aphiwe, who claimed Best African Pop Song at this year’s Metro FM Awards with Romeo & Juliet.
Thomas’ industry connections will continue to drive Virgin’s growth in the South African market.
In other developments, Virgin Music Group collaborated with Ndlovu Youth Choir, finalists from America’s Got Talent Season 14, releasing their reimagined isiZulu version of Bohemian Rhapsody, produced with support from Queen’s remaining members and the Freddie Mercury Foundation. The release attracted broad media coverage from outlets such as BBC News, The Times, and NPR.
Virgin Music Group also supports several partners at the forefront of South Africa’s evolving Lekompo scene, including Shandesh, Kharishma, Janesh, and Mvzzle.
Virgin Music South Africa has extended its long-running partnership with Gallo Record Company. This alliance includes Content Connect Africa, an independent media and content business with collaborations across major telecommunications networks.
Thomas joined Virgin through Electromode, an independent distributor, where she held the role of general manager. Her prior experience includes studio management at CSR Studios, overseeing client relations, marketing and promotions, business development, and operations.
Thomas announced internal promotions within Virgin Music Group South Africa:
- Gareth Wilson named general manager
- Nicola Chadwick promoted to head of business affairs and royalties
- Hlompho Motana advanced to senior business development manager
- Waide Lemos promoted to head of label operations
PHOTO CREDIT: Brendan Johnston
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