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SONY U.K.: DOROTHY HUI
11/28/18

VP Digital, 4th Floor Creative, Sony Music U.K.

When Jason Iley moved over from Roc Nation to take the helm of Sony Music U.K., he brought digital whiz Dorothy Hui with him as VP Digital Business. She has a wealth of experience in marketing, retail, direct-to-consumer and social media, and has worked on campaigns for a host of top artists including Jay Z, Rihanna, Shakira, Rita Ora, J. Cole, Tom Grennan and George Michael. Today, she’s VP Digital for Sony’s newly launched 4th Floor Creative, where she leads the teams responsible for driving digital and audience marketing strategy companywide.

Currently, her main focus is managing the impact of the industry’s shift to an attention-based economy. “We’re constantly evaluating and adapting our marketing strategies and how we work with our artists to respond to evolving consumer behaviours,” Hui explains. “Day-to-day, my team works with our labels to get the most from the digital platforms, to grow our owned properties and audiences so our artists can speak directly with their fans, and to leverage insights and analytics to drive our business forward. I ensure we connect the dots between platform developments, evolving audience habits, the content we produce and the strategic services we offer our labels and artists.”

According to Hui, the most exciting digital development happening right now is “the continued rise of voice activation,” adding, “It will transform our business and create new ways for fans to interact with our artists and repertoire. As natural language processing improves, the conversational interface will increasingly allow people more seamless and ubiquitous ways to find and integrate music into their day-to-day—at home, on their devices, in their cars.”

From a creative standpoint, she’s got her eye on augmented reality, which “allows artists and brands to offer new immersive experiences and entertaining ways for people to portray themselves on social media via products like Snapchat lenses and Instagram AR filters.” And while it’s still early days for virtual reality, the tech has “enormous potential for creating extraordinary experiences. Attention is the music industry’s new currency, and VR has the potential to create an environment for high-quality attention.”

Musically, a trend she sees having a big impact is cross-cultural collaboration, which will “continue to keep the U.K. market vibrant as part of the global stage,” says Hui. “On a tactical level, a catalyst can now come from any outlet, platform, playlist, or market and have the potential to create a global ripple effect. So it’s important the teams remain nimble and primed to take advantage of streaming spikes and to leverage analytics to build out the artist story.”