Publicist for artists like Madonna, Metallica, Smashing Pumpkins, and more, Brian Bumbery has announced he will leave BB Gun Press this month to accept the position as Director at Apple Music Publicity.

BB Gun Press will be run by Luke Gurland who has worked with Bumbery at the firm as well as Warner Bros. Records. The public relations company was formed in 2011 and has represented Fergie, Garbage, Goo Goo Dolls, Muse, amongst other massive names.

Related: Jimmy Iovine scaling back duties at Apple: Report

The move into working with tech and streaming companies is becoming more common amongst high level music industry veterans. Jimmy Iovine became head of Apple Music in 2014, and Troy Carter serves as Global Head of Creative Services at Spotify. However both Iovine and Carter have recently announced they will be cutting down their duties at the streaming giants.

Apple Music tapping Bumbery to come on board could be seen as filling in the Jimmy Iovine shaped hole in the company currently. They have also seen Oliver Schusser take over the Worldwide Division of the streaming giant in recent months.

Watch: Taylor Swift’s Apple Music ad