The new label, dubbed “RCA Records Greater China,” will make key hires in artist management and Web 3.0, the company said on Friday.See related article: John Legend’s OurSong raises US$7.5 mln to fuel music NFTs Fast facts Then, we will see more people that look like us, or completely different from us and still support and embrace them in the same way.Sony Music Entertainment has set up a new Greater China venture for its American label RCA Records to explore opportunities in streaming, non-fungible tokens (NFTs) and the metaverse. Together we can broaden the idea of what a successful artist is from, looks like, and sounds like, without pigeonholing them to narrow expectations or stereotypes. Every time I travel to other markets, I see so much opportunity in each meeting and each interaction and love being able to exchange with those in other markets and hearing what they're excited about. Working in the international landscape has been a gift, allowing me to experience different people, cultures, and sounds. My goal is to constantly learn and deepen my understanding of music while supporting and creating opportunities for the creative communities that I care about along the way. It brings people together who may not otherwise have had the opportunity to meet. Music has hugely impacted my life, and it's such an interesting medium for many reasons. There's so much to learn and share, and I find that fulfilling. I'm a people person, so I enjoy connecting with people and learning how different people work, especially those from diverse backgrounds. It can range from being very technical with the creation process to being a more hands-off guiding force within the building to ensure the artist's career and vision are supported. You're responsible for scouting talent and signing acting as the point of contact between the artist and the label but the responsibilities expand from there. Everyone has their own style of working but sometimes an A&R has to be able to shapeshift into different roles and work hands-on with the artist and management. The role of an A&R depends on who you're supporting and what that artist needs. Since then, I have been fortunate to work with many more artists that represent international styles and sounds. It felt great to be able to work with an artist from a place I called home. Although I didn't even know that I could sign an artist as an assistant, I had this team of people around me that were massively supportive and encouraged me to pursue my first signing alongside my colleague at the time, Tunji which is how I transitioned into A&R. At the time, there was an uptick in interest around African music and I was passionate about Tems, an artist from Nigeria. Then over the span of two years, I transitioned from temp to Administrative Assistant to Executive Assistant. But in 2018, I got this opportunity to work at RCA Records as a temp in the Chairman's office under Peter Edge. When I graduated from university, I planned on moving back to Nigeria to start an independent management company, working with local artists. Falling into the Role of Artists and Repertoire (A&R) I used music as a tool to discover more about the world. Having an understanding and curiosity of those nuanced differences and has given me greater appreciation for culture and tradition and has helped me with my work in relating to talent from different parts of the world. As a result, I became very adaptive to different environments, scenarios, expressions, and communication styles. With a Nigerian mother and Danish father, home felt like this fusion of entirely different worlds that came together. Although I've spent most of my life in the US, my parents made sure I spent a lot of time in their home countries which has made me feel incredibly connected to my parents' cultures which has shaped much of my identity as a first-generation American. I was born in the US, lived in Nigeria for a few years, and since both of my parents were avid travelers, I was lucky to see many parts of the world from a young age. I felt I was raised all over the world because my parents were adamant about making sure I was connected to my root countries – Nigeria and Denmark.
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