whynow Appoint Fred Casimir and David Boyne to Key Advisory Roles

New Additions Strengthen Creative and Commercial Operations

whynow, the London headquartered multimedia group and production company, has announced the appointments of former BMG and Bravado executives Fred Casimir and David Boyne as senior advisors, strengthening the company’s creative and commercial capabilities as it continues to expand its artist-focused music and media platform.

Founded in 2019 whynow is a community focused platform blending merchandise for artists, digital music journalism and documentary production.

Based in Berlin, Casimir will work closely with artists and the whynow team to develop new partnership and licensing opportunities across the business.

With 35 years of experience in the global music industry, Casimir spent the majority of his career at BMG, where he played a key role in building the modern iteration of the company. Over more than 15 years, he held a number of senior international leadership positions, most recently serving as President Europe and EVP Global Repertoire and Films.

Commenting on his appointment, Fred Casimir said, “What truly matters is the relationship between artists and fan communities. whynow helps artists shape this relationship 365 days a year by creating a media and business network that does not yet exist at this level of quality.”

whynow has also appointed former Bravado Managing Director David Boyne to an advisory role.

Boyne, who brings extensive experience across music merchandise, fashion and brand partnerships, spent more than 15 years at Bravado, the merchandise arm of Universal Music Group, where he worked closely with a roster of global artists including The Rolling Stones, Elton John, Queen, Taylor Swift and Billie Eilish. During his tenure, he oversaw the maximisation of commercial opportunities across four key distribution channels: e-commerce, touring, retail and licensing.

Prior to Bravado, Boyne built a 20-year career in the fashion sector, holding senior roles at brands including French Connection and Timberland. Most recently, he served for five years as Managing Director of the British operations of clothing brand Ben Sherman.

He is based in London and will work closely with whynow music Managing Director Will Spencer.

Boyne said, “whynow Music is operating at a really interesting intersection of music, media and culture. The opportunity to build thoughtful, artist-first partnerships across merchandising, fashion and licensing was hugely compelling, and I’m excited to help unlock new commercial avenues that feel authentic to artists and their audiences.”

whynow CEO Gabe Jagger added, “Fred and David both bring an extraordinary depth of experience and a shared belief in building long-term, meaningful opportunities for artists. As whynow continues to evolve, their perspectives will be instrumental in helping us create partnerships and commercial models that genuinely serve artists and their audiences.”