Magic Star is now The Orchard‘s official global division for children and family entertainment.
As a result of the move, Magic Star’s roster of children’s brands will have access to The Orchard’s full suite of artist and label services and global distribution network.
Originally launched in 2019 by Sony Music Entertainment UK, Magic Star developed music and strategy for celebrated family brands L.O.L. Surprise!, The Rainbow Collections, YolanDa Brown, and more.
Sony Music-owned The Orchard, now in its 25th year, is a music distribution and services company operating in more than 45 cities worldwide.
Will Speer will spearhead the new Magic Star division as Managing Director, reporting to Prashant Bahadur, Executive Vice President and Head of Strategy at The Orchard.
Magic Star’s headquarters will remain in London.
The new division will expand upon The Orchard’s own children’s roster, which includes The Wiggles, The Kiboomers, Rockabye Baby, and Kidsongs to create what The Orchard calls “a robust, expanded global pipeline”.
Magic Star will work closely with The Orchard to develop strategy across family entertainment and support new music releases.
Said Will Speer: “We are thrilled that Magic Star has joined The Orchard. Our expertise in the kids and family music space coupled with the existing global infrastructure and leading technology of The Orchard will lend itself to how we work with our artists and brands. We are looking forward to working with the labels currently within The Orchard as well as developing new partnerships.”
Prashant Bahadur EVP, Head of Strategy, The Orchard, added: “The Magic Star team has helped build timeless children’s brands that resonate with audiences.
“With the new division under The Orchard, we will continue to build upon the ideas of education, culture, and digital and social tools to reach children and families on a global scale.”
“Magic Star understands that the streaming behavior of children is very different from that of adults. We have a deep knowledge of how families spend their time as well as how, when, and why they interact with audio content.”
Will Speer, Magic Star
Added Speer: “Kids and family audio consumption grew tremendously during the pandemic.
“Magic Star understands that the streaming behavior of children is very different from that of adults. We have a deep knowledge of how families spend their time as well as how, when, and why they interact with audio content.”
Magic Star’s partner offerings include music engagement & marketing strategy, video creation, distribution, brand partnerships, spoken word production and press/publicity campaigns.
Last month, The Orchard partnered with Kollective Neighbouring Rights (KNR) – formerly known as Kobalt Neighbouring Rights – on a new platform for KNR’s customers.
Sony Music acquired KNR as part of a $430 million acquisition deal last year that also saw the major music company acquire AWAL.Music Business Worldwide