Warner Music Asia has promoted Brayden Crossley to the new role of senior vp marketing, Greater China and South East Asia, the company announced Monday (June 17). Additionally, it has appointed two new executives to the company: Darren Ho, who joins as senior vp marketing strategy, brand and business, Greater China and South East Asia; and Phil Luen, who has been named senior vp, digital business development and research and analysis, South East Asia and Korea.
“These moves place three incredibly talented executives in key positions across our business,” said Warner Music Asia president Simon Robson in a statement. “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.”
All three executives will be based in Hong Kong and report directly to Robson.
Crossley, who joined Warner Music Asia from Warner Music Australia in 2017, oversees promotional activity for Warner’s artists in Asia, including those who are breaking out in non-Asian markets. His previous title was regional marketing director, South East Asia and Greater China.
“It’s a really exciting time to take up this challenge,” said Crossely in a statement. “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.”
Ho has worked at various advertising agencies including Ogily & Mather and, most recently, Hogarth Worldwide. At Warner Asia he will lead efforts to boost audience engagement across digital and social channels to maximize their value to artists.
Luen, who joins Warner from Universal Music Group, will take the lead on deal negotiations with local digital service providers in Korea and other South East Asian markets to better monetize those territories. He’ll also lead the company’s regional research and analysis team.
Warner Music Group revenue topped $4 billion in 2018 for the first time in over two decades, thanks in part to growth in the international recorded-music division led by CEO Stu Bergen.
