Island Records has tapped Shahendra Ohneswere for the newly created position of head of Creative Strategy.

Based in New York, he will report directly to Island Co-CEOs Imran Majid and Justin Eshak.

Previously SVP of content development & co-head of digital marketing at Columbia Records, Ohneswere developed and executed the label’s content strategy for campaigns on behalf of, among others, Adele, Beyoncé and Harry Styles.

“Shahendra has carved out a unique position in the industry and helped orchestrate some of the biggest global breakthroughs of the past decade,” said Eshak. Majid added, “He brings a creative and innovative approach to storytelling through visuals in all of his work. Shahendra is an invaluable addition to the Island family.”

Prior to his tenure at Columbia, Ohneswere was SVP of Creative Marketing at Roc Nation, working on campaigns for JAY-Z, the Made in America Festival and more.

Back when he worked on Lil Nas X’s “Old Town Road” campaign, he landed in HITS' Noisemakers. Nice to see no one's held that against him.