NEW DELHI: BBC Studios Production has hired James Payne to lead the music content creative and commercial strategy for the studio’s entertainment and music business.

Payne will report to entertainment and music MD Suzy Lamb and look after the delivery of new IP to grow the brand’s creative, and commercial prospects while also expanding its production slate in music, live events, series and documentaries for the BBC and with other broadcasters and digital platforms.

In his new role, Payne will be managing and nurturing diverse on- and off-screen talent in order to bring the most creative artists to BBC Studios Production and create music content that will appeal to multiple audiences. He will also work alongside the central development team and with executive producer Alison Howe.

“I’m eager to use my experience across the TV and music industry to bring a fresh perspective and energy to BBC Studios music propositions – building on the already incredible titles in its production armoury,” Payne said in a statement. “Looking beyond the traditional linear narratives and formats to represent Britain’s brilliant on and off camera talent on a global scale is something that particularly excites me. I’m incredibly proud of the opportunities Lemonade Money has created for young, diverse talent for over a decade, so I’m really pleased that BBC Studios is fully empowering me to continue doing this.”

Payne’s own indie company, Lemonade Money, launched in 2010 as a creative studio overseeing diverse music talent.

“I feel incredibly lucky that we’ve enticed James to join us. His passion for music programming is unrivalled and is coupled with a huge breadth of experience,” Lamb added. “James is strategic, creative and entrepreneurial and will grow our commissions from platforms and broadcasters whilst also helping us attract a more diverse team of talented content makers.”