Sony Music opens flagship South-East Asia HQ in Singapore



SINGAPORE (The Straits Occasions/Asia Information Community): Music and leisure group Sony Music is cementing its long-term dedication to Singapore and South-East Asia because it opened its flagship headquarters in Singapore on Wednesday (March 23).

The corporate has declined to reveal the funding sum for this regional HQ, positioned in Duo Tower within the Bugis space.

The brand new workplace homes Sony Music Leisure, Sony Music Publishing and artiste and label providers firm The Orchard.

It additionally serves as the bottom for Sony Interactive Leisure, the creators of PlayStation.

The corporate selected Singapore as a result of town state “is already a hub for large tech gamers like Google, Spotify, Apple and ByteDance”, mentioned Shridhar Subramaniam, Sony Music Leisure’s president of company technique and market growth for Asia and the Center East.

The workplace can have an preliminary workers energy of 32, with shut to twenty positions already crammed.

Most of them will likely be in roles corresponding to knowledge analytics, “the place you see what’s trending on social media, TikTok or YouTube”, mentioned Subramaniam.

The Financial Growth Board welcomed Sony’s resolution “as a testomony to Singapore’s continued attractiveness as a hub for firms to drive their enterprise, innovation and expertise targets for the area”, it was quoted as saying in a press launch on Wednesday.

For Sony, plans for an workplace had been within the works since 2½ years in the past.

Subramaniam mentioned: “There’s lots of innovation corresponding to blockchain and crypto (applied sciences) right here, and Singapore is a superb place to draw expertise.”

Sony intends to make use of Singapore as a launchpad for its subsequent stage of progress.

Subramaniam believes the prospects are vibrant within the metropolis state. However he added {that a} totally developed ecosystem is required for the business to flourish.

“You want recording studios, you want artistic producers. Then you definitely want artists to return there and to make issues… the artistic infrastructure that town must have for it to turn out to be a artistic centre,” he mentioned.

However musicians The Straits Occasions (ST) spoke to mentioned it’s arduous to achieve the leisure enterprise in Singapore.

Even earlier than the onset of the Covid-19 pandemic, it was already powerful to make it as a singer, one mentioned.

Cheryl Fong, 32, who used to sing full time, now has a job in IT and works as a DJ throughout the weekends, hoping to supply a platform for aspiring singers.

She mentioned: “Being a singer is usually not thought-about a correct job in Singapore. Most singers would not have fastened salaries. They don’t have a payslip. They do not have firm advantages.”

Nonetheless, Subramaniam is assured that his firm can draw expertise. He mentioned: “Sony placing its foot right here and making… investments right here will entice these folks.”

Some music followers informed ST the area has lots of artistic expertise.

Kelly Chiew, 29, a supervisor in a world agency, is a fan of native and South-east Asian musicians.

She mentioned: “Many artistes and skills have been producing music that resonates (with me).”

Sam Chang, 47, the founding father of board sport designer Capital Positive factors Studio, agreed, saying he would help South-East Asian expertise.

However 43-year-old gross sales supervisor and music fan Derrik Ling believes that on the finish of the day, it is determined by the publicity that artistes are going to get”.

Carol Ng, Sony Music Publishing’s president for Asia, mentioned Sony is looking out for songwriting expertise within the area.

“There’s a richness of tradition in Asia that has impressed numerous songwriters spanning genres and generations,” she mentioned.

“We need to improve our current roster, ship new music to our audiences and take Asian music world.”

Sony sees pockets of alternatives in Cambodia, Laos and Bangladesh, mentioned Subramaniam.

“All these markets are rising. These are populous markets.”

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