Paul Sinclair has led the digital media strategy at the Atlantic Records Group for more than a decade. He leverages a diverse skillset from his history of building and leading large, innovative teams in varied industries ranging from national defense to web software development. Far ahead of the curve—with the goal of maximizing the 360 rights of its artists—Atlantic built the first in-house, fully-staffed interactive agency within a record label. The more than 40-person digital team handles artist and label digital strategy, digital-, lifestyle- and tastemaker-marketing, eCommerce, online audio and video content creation, and interactive design and development for artists including Bruno Mars, Ed Sheeran, Lil Uzi Vert, Kelly Clarkson, Janelle Monae, and Wiz Khalifa. Sinclair and his team create a holistic, artist-brand centric plan, covering artist development, marketing, revenue development, and new product development, and are able to execute end-to-end in a way that no external group could. Prior to joining Atlantic, Paul held technology and marketing roles within Warner Music, led project management at a web development startup, and held various roles within a software development company working for the Department of Defense.