On 21st May 2015, Sony Music Entertainment officially announced the opening of its Brand Solutions Hub, the first-ever music brand consultancy under Sony Music, in Singapore today. The hub was set up with the support of the EDB to grow the regional music industry, groom local music talents and help them reach an international audience, under the Artist & Repertoire arm of Sony Music Asia Pacific. Sony Music has signed local acts The Sam Willows, Sezairi and music duo Trick as part of its plans to develop local talent.
Mr Denis Handlin Am, Chairman and CEO, Australia & New Zealand and President Asia Sony Music Entertainment added that the Brand Solutions Hub "builds on Sony Music’s leadership and success in identifying and developing local talent across the region".
Mr Julius Ng, Managing director, Sony Music Singapore and Malaysia, said the company will continue to look for new talent from the region. “Signed artists can expect to leverage Sony Music’s strong network around the world to propel their music internationally,” he said. “Sony Music has a strong foundation in A&R and with the insights and planning studies we continuously do, we are able to understand music audiences from different segments and generate a well-defined strategy according to each artist’s DNA.”
Operating from Singapore, the new hub will also focus on providing music branding solutions to regional marketing campaigns in Asia Pacific. “The hub will leverage Singapore’s base of international brand owners, professional service companies and digital distribution companies to conceptualise and produce branded partnership content from Singapore for export," said EDB’s Assistant Managing Director Miss Thien Kwee Eng in a media release. “This will drive innovation and value creation for the music industry, bolstering Singapore’s position as an attractive and vibrant music and lifestyle hub in Asia."