Sony Music UK has hired Jack Fryer from Universal Music to lead its catalog, digital media agency, and sync teams.
Fryer joins in the newly created role of President of Catalogue, Digital Media and Sync, effective immediately, Sony Music UK announced Monday (October 5).
He reports to Azi Eftekhari, Sony Music UK’s Chief Operating Officer.
Sony Music UK said the appointment creates “a unified offer to help artists and their teams unlock creative and commercial opportunities.”
According to the company, the role places the three teams “under one strategic umbrella focused on creative innovation.”
“Jack is a hugely experienced executive with creative instinct, commercial nous and a real understanding of how artists connect with fans,” said Eftekhari.
“Jack is a hugely experienced executive with creative instinct, commercial nous and a real understanding of how artists connect with fans.”
Azi Eftekhari, Sony Music UK
“His energy, curiosity and proven ability to build meaningful relationships across the artist and industry community will be invaluable as we enter this next phase of our catalogue strategy and continue developing digital opportunities for our artists and teams.”
Fryer said: “I am obsessed with the evolution of the modern record company. I want to build teams with the kinds of skills that can genuinely make the difference for the artists we work with. The rest is noise as far as I’m concerned.
“So, the opportunity presented to me – bringing together so many capabilities in one place, all unified around a world class catalogue of music and talent – was frankly irresistible. I can’t wait to get stuck in.”
Fryer spent more than a decade at Universal Music in senior strategy roles, according to Sony Music UK.
His most recent remit at Universal covered creative, strategy, and data across labels.
When Universal Music UK restructured its business in 2024, Fryer’s insight team, The Square, was placed within a new Audience & Media Division headed by Rebecca Allen.
“I want to build teams with the kinds of skills that can genuinely make the difference for the artists we work with. The rest is noise as far as I’m concerned.”
Jack Fryer, Sony Music UK
Fryer had been named MD of The Square when Universal Music UK launched it as an in-house agency in January 2020.
Universal said at the time that The Square was “aimed at the intersection between big data, human insight, strategy and creativity.”
More than four years earlier, in October 2015, Fryer was promoted to Director of Audience Research & Planning at Universal Music UK.
He had joined Universal Music UK in October 2013 as Head of Insight, after two years in the same role at EMI Records.
During his time at EMI, Fryer worked on campaigns for artists including Emeli Sandé, Swedish House Mafia, and Bastille, according to Sony Music UK.
Before EMI, he worked as a strategist at marketing agency FRUKT.
Sony Music UK said Fryer began his career in creative marketing and brand agencies.
Eftekhari, to whom Fryer reports, is also a former Universal Music executive: she was Co-President of its UK catalog division from 2022 to 2024, with responsibility for artists including The Beatles, Elton John, Amy Winehouse, The Rolling Stones, and Spice Girls.
She was named Chief Operating Officer of Sony Music UK in December 2024, reporting to Jason Iley, Chairman and CEO of Sony Music UK & Ireland.
Sony Music UK said at the time that her responsibilities would include operational areas such as its Commercial Group.
Boilerplate in Monday’s announcement describes the Commercial Group as home to catalog and merchandise, and 4th Floor Creative as spanning brand partnerships, sync, visual creative, digital, and audience development.
The announcement did not say how Fryer’s remit, which also covers catalog and sync, fits alongside either division.
In June 2024, the company promoted Joanna Kalli to Managing Director of its Commercial Group, with oversight of the catalog division, Music For Nations, and Masterworks.
Sony Music UK launched 4th Floor Creative in April 2018, combining its branding, sync, insight, creative, and digital departments under Cassandra Gracey, who left the company in July 2025.Music Business Worldwide
