• by Gavin O'Malley  @mp_gavin, June 19, 2008

Online music and video distributor The Orchard is closing ranks this week with several executive promotions, and new hires to support the next phase of its corporate evolution.

Brad Navin, who joined Orchard in 2004, has been named EVP and general manager of the NASDAQ-traded company, which has headquarters in New York (for the U.S.) and London (for Europe). Navin previously served as its VP of global licensing and operations.

Boosted by a merger with rival Digital Music Group late last year, Orchard acquires and licenses the digital rights to music and video content from record labels, artists, television, and film production companies, among other content owners.

Branded entertainment deals with agencies and branded content represent keys areas for growth in the future, according to Greg Scholl, Orchard's president and CEO.

"At our core, we're a marketing company, and branded entertainment is a natural growth area for us," Scholl said. "Brad and the rest of the team, and the new hires, are all prepared to move in that direction."

In his new role, Navin will oversees the company's music and video licensing operations, its artist and label management, marketing and promotions, corporate communications, its European offices, and Orchard's Film, TV and advertising "synchronization" group.

In addition, Dan Pifer has been named EVP operations and technology, having previously served as VP of the department. Pifer now oversees all operations and technology for The Orchard, including content management, encoding and delivery, technology product design, and development and management, among other duties.

Steve Haase, meanwhile, has been named SVP of business development. Previously VP of business development, Haase has been an executive at The Orchard since its inception in 1997.

Alexis Shapiro is joining the company as senior counsel, where she will be responsible for initiating and maintaining programs and procedures for management of day-to-day corporate activities.

Shapiro was previously with the firm Pryor Cashman LLP, where she focused on general corporate, securities, mergers and acquisitions and private equity law.

Finally, Deana Graffeo has joins the company as director of corporate marketing and communications. In this newly created position, Graffeo will be expected to lead The Orchard's global corporate communications, marketing communications and media relations initiatives.

Graffeo previously worked for AOL Music, Knitting Factory Entertainment and Shore Fire Media, as well as former VUNet USA properties MP3.com, eMusic, GetMusic and RollingStone.com.

Orchard distributes music and video content to digital entertainment services, which sell its content to consumers over the Internet and wireless, cable, and mobile networks to personal computers, digital music and video players, and music and video-enabled mobile phones.

Presently, the Orchard controls and globally distributes more than 1.1 million songs and over 3,000 hours of video programming through hundreds of digital stores, including iTunes, eMusic, Google, and Netflix, as well as mobile carriers, including Verizon, Vodafone, Bell Canada, and Moderate.