Sony Music UK doubles down on podcast strategy, as Adam Cardew steps up to VP role

Two months after inking a JV with acclaimed UK podcast creator Renay Richardson, Sony Music UK and its Chairman & CEO, Jason Iley, has made another clear indication of just how seriously it’s taking the audio medium.

Adam Cardew, formerly the Digital Director of SMUK’s in-house agency, 4th Floor Creative, has stepped up to a new role 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”.

The promotion comes after SMUK’s parent, Sony Music Entertainment in New York, defined the team spearheading its podcast strategy worldwide earlier this month.

Cardew will also oversee SMUK’s Creator Network, the influencer and creator programme that services all Sony Music UK labels, and collaborate with the US on podcast initiatives.

He will report to Cassandra Gracey, President of 4th Floor Creative for Sony Music UK.

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.

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.”

“4th Floor Creative is uniquely positioned to create first-class podcasts and I can’t wait to see what we can achieve.”

Adam Cardew, Sony Music / 4th floor creative

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.

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’s projects have included 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.

[Pictured: Adam Cardew and Cassandra Gracey]Music Business Worldwide

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