Tunecore Chief Creative Officer Joe Cuello has exited the distributor to become General Manager of mobile app company EscapeX.
EscapeX provides creators with tools to monetize social media through advertising, subscriptions, and a patented virtual currency.
In his new role, Cuello will oversee business development, strategic planning, and global partnerships for EscapeX.
Established just over a year ago, more than 70 ‘influencers’ are said to be using custom EscapeX apps, including the Bob Marley and Janis Joplin estates, Latin artist Prince Royce, EDM festival Sunburn and up-and-coming Interscope artist Alex Aiono.
Prior to Tunecore, Cuello spent a decade at MTV Networks where he established the Creative Music Integration Department and oversaw Music and Talent on the West Coast.
EscapeX Founder and CEO Sephi Shapira said: “Joe brings in strong relationships across every sector of the entertainment space which are already paying dividends in the short time he’s been with us.
“EscapeX is all about putting control back in the hands of the creators.
“As we continue to roll out our product, Joe will ensure our clients are able to super serve their most loyal fans and generate revenue from an area that has previously gone unmonetized.”
sephi shapira, escapex
“As we continue to roll out our product to musicians, actors, sports stars, celebrities and influencers around the world, Joe will ensure our clients are able to super serve their most loyal fans and generate revenue from an area that has previously gone unmonetized.”
Cuello added: “Sephi and the team have created a product that provides an exciting and empowering new way for artists, actors and other creatives to finally generate revenue from engaging with their own fans.
“From my time at MTV to Tunecore, I have seen the world of social media rise to dominance and how global companies have been built on the backs of audiences creatives have built.
“I have seen global companies [grow] on the backs of audiences creatives have built. At Escapex, we make it possible for creatives to profit from what they’ve built. I’m excited to be part of such a dynamic, growing enterprise.”
joe cuello, escapex
“At Escapex, we make it possible for creatives to profit from what they’ve built by unlocking an entirely new revenue stream which is fully owned and controlled by the creatives themselves.
“Their audience, their business. I’m excited to be part of such a dynamic, growing enterprise.”
More than 13 million fans from around the world have downloaded EscapeX’s apps, with each user spending an average of 18 minutes in-app per day.
Music Business Worldwide