Steve Leeds is a Virgin.

That phrase hasn’t been used since his bar mitzvah, but in a much-anticipated move, the veteran label exec has been named Senior Vice President Promotion for Virgin Records by Executive Vice President Promotion Hilary Shaev.

In this new post, the New York-based Leeds will drive radio programming for Virgin acts in all rock formats, learn how to spell Duke basketball coach Mike K’s last name and several times a day answer the single most frequently asked question of his career: "No, that’s my brother Harvey."

Leeds’ wide-ranging experience in the music and media business includes stints at Universal Records, where he was part of that label’s founding group, serving as Sr. VP Promotion for radio and video, not to mention serving as the subject of Chumbawamba’s anthem "Tubthumping." Prior to that, Leeds served as VP Promotion at Island Records, where he reportedly drank U2’s Bono under the table on Manischewitz and offered to father Melissa Etheridge’s child. Leeds also held several posts at MTV, where, as Director of On-Air Talent, he was credited with discovering Rosie O’Donnell. So he’s the one to blame. While serving as an A&R Director at MCA Records, he signed Joan Jett, among others.

Leeds worked for legendary DJ Murray the K at WWDC Washington and WNBC New York

Said Shaev: "Steve is a music business renaissance man. There is no promotion executive more expert in every facet of our business than Steve; his vision, relationships and leadership make him the perfect person to help me lead the Virgin promotion team—and to join me in prayer at the Blue Devil altar I’ve built in my office."

Added Leeds: "The opportunity to be part of helping a great brand like Virgin become even better has huge appeal for me. With Virgin now in New York, it’s a fantastic opportunity to be part of the label’s new beginning and surrounded by a great team, working in an entrepreneurial atmosphere and with a great roster of artists. And that’s just this year’s Duke basketball team."