Chris Atlas has been named president of Fat Beats. The appointment of the music industry veteran comes as the legendary distributor and retail brand celebrates its 30th anniversary this year.
In his new role at Fat Beats, New York-based Atlas will be setting the course for the company’s future. Along with business development and marketing, his oversight includes building industry relationships, expanding the company’s market presence and identifying new growth opportunities.
In announcing Atlas’ appointment, Rostrum Pacific COO Jonathan Partch noted the executive was “someone we have admired for many years. Having him join Fat Beats as president at this important time of growth at Rostrum Pacific is beyond exciting. He brings incredible leadership, vision, insight and experience. I can think of no better person to lead and continue building the legacy of this great company. With Chris at the helm, we are putting our great partners in the best position to succeed.”
Atlas brings two decades of music industry experience to Fat Beats. He most recently served as executive vp, urban music & marketing at Warner Records — promoted to that position in 2022 following a three-year tenure as the label’s senior vp, head of urban marketing. Prior to that, he held key executive roles at Tommy Boy Records, Cornerstone Promotion and Def Jam Recordings. Since arriving at Fat Beats, Atlas has recruited artists such as Talib Kweli, Large Professor, Pete Rock and Rsonist.
Speaking with Billboard, Atlas called his new appointment “a full circle moment. When I started in the business at Tommy Boy, Fat Beats was not only the go-to record store but also a brand that had such an affinity and reputation for hip-hop. Now 20 years later, I’m appreciative and thankful to be a part of leading this very historic brand into its next era. It’s about how we continue to evolve the brand in terms of strategic alliances that will allow us to live on other platforms in terms of branding, digital and marketing opportunities — expanding Fat Beats’ presence not only on a domestic level but on a global level as well.”
Rostrum Pacific acquired Fat Beats earlier this year. The multi-faceted entertainment company’s portfolio also includes Rostrum Records and catalog marketing agency SpaceHeater.