AIMM Appoints Mitchell Executive VP

AIMM, the Alliance of Independent Music Merchants has appointed Barry Mitchell to the position of executive vice president.

Mitchell brings more than 20 years of professional experience in the music products industry to the position and he is described as a skilled leader with a passion for building successful business partnerships, sales, marketing, product development, category management, and music education.
Most recently Mitchell served as vice president, Customer Management for MUSIC Group. In his former role he was responsible for the MUSIC Group’s Behringer and Bugera brands in the U.S., Canada, and South America.

Prior to MUSIC Group, Barry Mitchell held the position of director of merchandise, Guitar Accessories for Guitar Center, Inc. and was responsible for management of the category, which was the largest bottom line revenue contributor for the company’s enterprise brick & mortar and e-com businesses. Prior to Guitar Center, he worked for nine years at Line 6 where he attained the position of director of sales.

In his new role, Mitchell will be responsible for establishing, leading, and representing AIMM’s strategic directives and programs for preferred member vendors, member retailers, and the music products industry as a whole.