The wait is over. Tony Harlow will succeed Max Lousada as Chairman/CEO of Warner Music U.K., beginning in February. Harlow joined WMG in 2010 as MD for Australasia and most recently served as President of WEA.

Said Lousada, who has been on the hunt for a successor to look over the British business since his promotion to CEO of Recorded Music two years ago, “Tony has a depth and diversity of experience that few can match. Ever since his days behind the counter at a Beggars Banquet record shop, he’s been a true artist champion with a total passion for music. And as an entrepreneurial leader, he has a progressive and ambitious vision for where the business needs to go next.

“He’ll be a great mentor to the next generation of creatives and executives, building an environment where original talent is nurtured and challenged,” Lousada added. “This is obviously a job that’s very close to my heart, and I couldn’t be leaving it in better hands.”

As MD for Australasia, Harlow built a rep for breaking talent early, including such artists as Ed Sheeran and Dua Lipa. As President of WEA, he helped transform operations and expand streaming-focused marketing, as well as overseeing the addition of D2C expertise from Songkick, EMP and UPROXX.

Discussing his new role, Harlow said, “The U.K. is a vital source for many of the world’s most influential artists, cultural trends and creative innovations. At the same time, it’s been leading the way in erasing the barriers of genre and geography for international talent. I’m very happy to be coming home to work with the extraordinary record-breaking artists and team at WMUK.”

Harlow began his music industry career at EMI in the U.K., rising quickly through the company’s international-marketing ranks before moving to Australia to become MD of EMI Music Australia in 1997, although he never acquired a taste for Vegemite.

Returning to the U.K. in 2002, he became CEO of Richard Branson’s V2 label, and oversaw the purchase of the Fania Music catalog in the U.S. Following V2’s acquisition by Universal in 2007, Harlow held various roles at UMG, including heading the international marketing team.