def jam_logoSonya Askew has been appointed Sr. Director of Commerce for Def Jam Recordings. She spent the past five years as Sr. Buyer, Urban Music for ANconnect, the exclusive music-buying consultant for Best Buy and Walmart. In her new post, Askew (left) will oversee the strategic planning and execution of Def Jam’s commercial efforts across all retail partners. She will also be tasked with the aggressive expansion of Def Jam’s Direct to Consumer (D2C) programs, and exploitation of the label’s rich, historic catalog.

The New York-based Askew will report to Def Jam GM Faisel Durrani, who said, “[Sonya] comes to us with an unmatched expertise and knowledge of the commercial marketplace, as well as a deep respect and understanding of Def Jam’s artists and culture. Her unique instincts and insight have made her a consistent leader. We’re excited to bring her focus and energy to the team.”