With this promotion, the 17-year Rhino vet takes responsibility for physical and digital sales, along with developing the global digital sales and promotion strategy for the company’s U.S. catalog. He’ll also be working with Warner Music International affiliates on their digital strategies and catalog efforts. He had been in charge of e-commerce activities in the U.S. and operating the international department. Dorn remains based in LA. “How do we globalize our efforts? It’s easier said than done. We trying to get everybody to row in the same direction.”

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Not just for fans: As much as people may enjoy the retrospectives or fan compilations, “We don’t make products to sell to people who were there the first time. Every day there is some kid that discovers Led Zeppelin or The Doors or The Ramones and as far as they’re concerned, that’s new music.”

Expansion potential: “We have repertoires around the world that, because of the physical nature of the business up to now, we haven’t been able to sell everywhere. Now that digital has brought us the opportunity to have the never-ending opportunity of shelf space, it’s a great opportunity.”

New formats: Rhino was first with digital EPs and offered two of the first seven extended LPs for iTunes, How have the LPs worked out? “I’m going to qualify this. The initial launch was very successful. We sold thousands and were very happy.” But the way iTunes is set up, the extended LPs don’t always show ahead of standard, which can cost sales. Rhino has talked about the situation with Apple (NSDQ: AAPL) and it sounds like a fix is in the works. Dorn added, “I think that the LP is a really important next step in digital product packaging.”

Subscription music friend or foe?: “I think subscription music for us right now is a friend; I don’t look at most things and think foe.” Later he added, “My feeling is that there are a lot of consumers out there who are going to choose various paths. Some are going to spend money or take ownership of things. When they buy and take ownership of it, they’re really satisfied, like the handmade collectibles. They are also going to be people who say ownership is not for me. Our job to figure out how do we monetize these experiences. There are so many different kinds of consumers now.”