Sony Music Increases Focus on Southeast Asia with New Company's Structure

Sony Music Increases Focus on Southeast Asia with New Company's Structure

Sony Music Entertainment is opening new hubs throughout Asia and the Middle East that will more directly connect its operations in those regions with the company’s New York-based leadership team, it was announced Thursday (Jan. 23). 

Stepping in will be the company’s longtime India and Middle East president, Shridhar Subramaniam, who has been appointed to the newly-created role of president, strategy and market development, Asia and Middle East. In his new capacity, New York-based Subramaniam will continue overseeing Sony Music in India and the Middle East while taking on the additional responsibility of strategy and market development in Southeast Asia.

Shanghai, China. Image: Shanghai, China. Image: Comezora/Getty Images
Shanghai, China. Image: Shanghai, China. Image: Comezora/Getty Images

“Asia and the Middle East are key emerging drivers of the global music industry and an important part of our current and long-term success,” said Sony Music Group chairman Rob Stringer in a statement. “This new structure will enhance collaboration with the regional leadership team to drive our strategic business and creative priorities.”

Sony Music’s increased focus on Asia is part of a larger industry pattern, with music companies seeking to capitalize on growing markets by fostering regional talent with global potential. 

Last September, Universal Music Group opened a new Southeast Asia headquarters in Singapore, announcing a plan to launch hip-hop label Def Jam in the region while also establishing a presence for the Astralwerks label, as well as its B2B label distribution business Ingrooves and digital distribution service Spinnup, which is focused on discovering new artists.

Sony Music China. Image: Music Business Worldwide
Sony Music China. Image: Music Business Worldwide


The label subsequently announced the launch of RedRecords, a joint-venture label with AirAsia Group that will focus on developing the next generation of Asian pop stars.

Also in September, live entertainment giant AEG relocated its Asia headquarters from Shanghai to Singapore and named three key new executives to the office in its push to establish a stronger presence in the region and compete with competitor Live Nation globally.

The following month, Warner Music Group launched the Japanese label +809 out of the company's Tokyo office in an effort to develop local urban and hip-hop artists. 


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Indah Gilang Pusparani

Indah is a researcher at Badan Perencanaan Pembangunan Penelitian dan Pengembangan Daerah Kota Cirebon (Regional Development Planning and Research Agency of Cirebon Municipality). She covers More international relations, tourism, and startups in Southeast Asia region and beyond. Indah graduated from MSc Development Administration and Planning from University College London, United Kingdom in 2015. She finished bachelor degree from International Relations from University of Indonesia in 2014, with two exchange programs in Political Science at National University of Singapore and New Media in Journalism at Ball State University, USA. She was awarded Diplomacy Award at Harvard World Model United Nations and named as Indonesian Gifted Researcher by Australian National University. She is Researcher at Regional Planning Board in Cirebon, West Java. She previously worked as Editor in Bening Communication, the Commonwealth Parliament Association UK, and diplomacy consulting firm Best Delegate LLC in USA. Less
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