Warner Music Asia promotes Brayden Crossley and makes two new senior appointments

Warner Music Asia has announced the appointment of two new senior executives and the promotion of a third as it further strengthens its senior executive team in the region.

Brayden Crossley (pictured left) has been promoted to the new role of SVP, Marketing, Greater China and South East Asia, while Darren Ho (pictured right) joins the team as SVP, Marketing Strategy, Brand & Business, Greater China and South East Asia.

In addition, Phil Luen (pictured centre) has been appointed SVP, Digital Business Development and Research & Analysis, South East Asia and Korea.

All three senior executives will be based in Hong Kong and report directly to Simon Robson, President, Asia, Warner Music.

Crossley oversees promotional activity for Warner’s growing roster of local artists and global stars.

Ho is leading Warner’s efforts to further boost audience engagement across digital and social channels to maximise these platforms’ value to artists. This approach will involve overhauling the company’s customer relations management strategy in the region.

Luen is spearheading deal negotiations with local digital service providers in Korea and the fast-expanding markets of South East Asia, helping craft new business models that better monetize these crucial territories.

He also leads Warner’s regional research and analysis team, which mines data to generate feedback which further focuses artist marketing campaigns.

Simon Robson Warner Music B&W“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.”

Simon Robson, Warner Music

Crossley joined Warner Music Asia in 2017 and the following year became Regional Marketing Director, Greater China and South East Asia. His started out as a radio announcer in South Australia, before moving into production and then joining Warner Music Australia in 2013, where he rose to become Head of Artist Relations.

Ho has played a key role in various advertising agencies, including Ogilvy & Mather and, most recently, Hogarth Worldwide. He has worked with various high-profile clients, including Castrol, HSBC and Malaysia Airlines, and has significant marketing and management experience in South East Asia, notably expanding Hogarth’s presence in the region.

Luen began his career at business advisory firm BDO in London, before joining The Walt Disney Company as a Senior Analyst. He later worked for Universal Music Group in its Sydney and Hong Kong offices, most recently serving as Vice President, Business Insight and Strategy, Asia.

“As a huge music fan, I leapt at the chance to join the Warner Music team.”

Darren Ho

Simon Robson said: “These moves place three incredibly talented executives in key positions across our business.

“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.”

“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.”

Brayden Crossley

Brayden Crossley added: “It’s a really exciting time to take up this challenge.

“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.”

Darren Ho said: “As a huge music fan, I leapt at the chance to join the Warner Music team.

“There’s a huge appetite from brands to work with established and developing artists and we’re looking to leverage this as we build our performers’ careers.”

“We’ve ambitious plans to dial-up our presence in Korea, the sixth biggest music market in the world, and further tap the incredible potential we see across South East Asia.”

Phil Luen

Phil Luen added: “I’m so pleased to be moving to Warner Music Asia.

“We’ve ambitious plans to dial-up our presence in Korea, the sixth biggest music market in the world, and further tap the incredible potential we see across South East Asia.”Music Business Worldwide

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