Sony Music UK gears up for 2020 expansion with new VP of Podcasting & Creative Strategy

Adam Cardew appointed to newly-created role: VP of Podcasting & Creative Strategy, part of Sony’s 4th Floor Creative department

Podcast expansion allows artists to amplify their stories in innovative formats


Name PR

London, 12 December 2019: Cassandra Gracey, President of 4th Floor Creative for Sony Music UK, has promoted Digital Director, Adam Cardew, to the new position of Vice President, Podcasting & Creative Strategy.

Cardew’s role will be to manage the UK podcast division and launch a series of innovative, artist-led projects that tap into the increasingly important audio space. Cardew will also oversee the company’s Creator Network, the influencer and creator programme that services all Sony Music UK labels, and collaborate with the US on podcast initiatives.

The importance of podcasting strategy was signalled by Jason Iley, Chairman and CEO of Sony Music UK, when a joint venture was announced earlier this year between Sony Music and Broccoli Content, led by Renay Richardson.

Cardew joined Sony Music UK in 2016 as Digital Director and has been closely involved in several innovative digital activations and partnerships with Instagram, TikTok, Facebook, Twitter and Snapchat, while leading the in-house Digital Learning & Development programme for all Sony employees. This year 4th Floor Creative partnered on the award-winning George Ezra & Friends podcast and are producers of the festive Robbie Williams series and the newly-announced podcast with enigmatic British grime MC and rapper Wiley.

The hire marks the next phase for 4th Floor Creative, the department that unites Sony Music UK’s creative disciplines, from Brand Partnerships, Sync and Creative to Digital and Audience Development, and which also enables artists to record all of their podcasts in-house.

The team is reimagining how artists can connect with their fans and has pioneered several trailblazing projects for Sony Music labels, including two Lovie-winning projects with Columbia Records, such as the world-first Interactive Instagram Video for Mark Ronson’s ‘Pieces of Us’, and, for RCA, the first streaming-influenced merchandise collection in collaboration with UK rock band Bring Me The Horizon.

Artist-led advertisements have also proved successful for 4th Floor’s sync department, with Mariah Carey heading the new Christmas campaign for Walkers Crisps and Little Mix partnering with Simple in an ad that claimed The Drum’s 2019 Best Integrated Marketing Campaign award.

Commenting on his new position as VP of Podcasting & Creative, Adam Cardew said:

“The growth in the podcast space makes it a pivotal moment to support our artists by connecting them with an expanding audience of new listeners. 4th Floor Creative is uniquely positioned to create first-class podcasts and I can’t wait to see what we can achieve.”

Cassandra Gracey, President of 4th Floor Creative, said:

“Adam is always leaning into all forms of digital innovation in the music business. I am delighted to see him take on the next level of our podcast development.”


About 4th Floor Creative

4th Floor Creative launched in spring 2018 as a new department within Sony Music Entertainment UK, led by Cassandra Gracey. The division unites the creative disciplines from across the company, comprising Brand Partnerships, Sync, Podcasting, Creative, Digital & Audience Development. 4th Floor Creative works with Sony Music’s iconic frontline labels and offers an all-encompassing perspective to bring an artist’s creative vision to life in a variety of contemporary formats.

About Adam Cardew

In addition to his Sony duties, Adam was a key member of the digital team for the BRIT Awards from 2016-2019. The team achieved record-breaking numbers for international digital engagement. Cardew previously worked at Absolute Label Services as Director Of Digital.

Source Name PR

December 12, 2019 5:57am ET by Name PR  

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