Warner Music Asia, to strengthen its senior executive team, announced the appointment of two senior executives along with a promotion of a third.
Brayden Crossley will be serving as the SVP, Marketing, Greater China and South East Asia. Darren Ho joins the team as SVP, Marketing Strategy, Brand & Business, Greater China and South East Asia. Phil Luen has been appointed SVP, Digital Business Development and Research & Analysis, South East Asia and Korea.
Based in Hong Kong, the three senior executives will report directly to Simon Robson, President, Asia, Warner Music. Simon Robson mentions the importance of the new appointment of executives of such calibre,
“These moves place three incredibly talented executives in key positions across our business. We want to be the most influential music company in Asia, the first choice for artists and brand partners with unparalleled expertise at reaching fans. These appointments will help us achieve that ambition.”
Brayden Crossley joined Warner Music Asia in 2017. The following year he became the Regional Marketing Director, Greater China and South East Asia. Before moving into production and joining Warner Music Australia in 2013, Crossley started his career as a radio announcer in South Australia. Later, he rose to become the Head of Artist Relations at Warner Music Australia.
“It’s a really exciting time to take up this challenge. Asia’s truly opening up for our global stars, while local artists have never had it so good when it comes to connecting with fans at home and abroad, ” adds Crossley.
The international stars on Warner’s growing roster of local artists will be administered by Crossley. The connect built between fans and artists is increasingly crucial for promotion and marketing purposes. Crossley’s mission, therefore, becomes to ensure that the artists cut through the competitive market. Including the landscape of company over-indexes on market share in the region.
Darren Ho has played a key role in various advertising agencies, including Ogilvy & Mather and, most recently, Hogarth Worldwide. Ho holds a significant marketing and management experience in South East Asia. Having worked with various clients like Castrol, HSBC and Malaysia Airlines; Ho is recognised for expanding Hogarth’s presence in the region.
“As a huge music fan, I leapt at the chance to join the Warner Music team. There’s a huge appetite from brands to work with established and developing artists and we’re looking to leverage this as we build our performers’ careers,” said Ho.
At Warner, Ho will be boosting audience engagement across digital and social channels to maximise these platforms’ value to artists. This step involves overhauling the company’s customer relations management strategy in the region.
Phil Luen recently served as the Vice President at Business Insight and Strategy, Asia. He began his career at business advisory firm BDO in London. Luen served as a Senior Analyst at The Walt Disney Company and Universal Music Group in its Sydney and Hong Kong offices.
Spearheading deal negotiations with local digital service providers in Korea and the fast-expanding markets of South East Asia, Luen is helping craft new business models that better monetise these crucial territories. He also leads Warner’s regional research and analysis team, which mines data to generate feedback which further focuses artist marketing campaigns.
“I’m so pleased to be moving to Warner Music Asia. We’ve ambitious plans to dial-up our presence in Korea, the sixth biggest music market in the world, and further tap the incredible potential we see across South East Asia,” concluded Luen.
The penetration of regional music to the global mainstream, the music industry has become an unpredictable powerhouse thanks to the leading executives of the industry. Warner Music executives have already been recognised as the leading global music execs of 2019.
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