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High fidelity music streaming service Tidal has named Sade Ayodele as the company’s Head of Global Communications, a newly created position.

In a , Ayodele stated, “This week, I started my new role as the Head of Global Communications at @tidal after spending a decade in sports with CPG brands and more recently the past couple of years focused on sports, entertainment and lifestyle PR with spirits brands.”

Until now she had been a VP at Taylor, a sports and entertainment focused PR and communications agency. Before that she spent a little over a year at Ketchum as the Managing Account Supervisor for Sports and Entertainment as well as a previous stint at Taylor. She also worked as a Senior Account Executive at Octagon and was a member of the Community Partnerships team for Google+, where she focused on sports.

Ayodele also co-founded Hold the PRess, an organization that calls for action, accountability, and transparency in the Public Relations industry for Black people.

She joins Tidal just a few months after the music streaming service’s owner, Jay-Z, sold a majority stake in the company to Jack Dorsey’s Square for .