Warner Music Group has announced a significant new executive hire to drive what it calls its “always on” artist and fan-focused catalog marketing strategy.
Leda Chang has been appointed to the newly created role of SVP, Global Brand & Audience for WMG’s Global Catalog division.
According to WMG, in this new post, she will work closely with Global Catalog President Kevin Gore and his senior team to “turbocharge the company’s ‘always on’ marketing strategy”.
WMG added that the Los Angeles-based exec will spearhead “a holistic, artist-centric approach to long-term catalog development and legacy building,” and will lead efforts to “deepen audience engagement and mine untapped opportunities to drive fresh growth for WMG’s legendary artists”.
WMG said on Thursday (November 6) that the addition of Chang to its Global Catalog team marks the latest in a series of moves “designed to amplify the company’s catalog marketing strategy”.
Most recently, Orla Lee-Fisher was appointed Head of Dual Catalog Strategy, a new role designed to “champion” catalogs represented by WMG across both Recorded Music and Music Publishing.
Chang joins WMG with two decades of experience in digital and social marketing across a variety of top media and music companies, including senior posts at Peacock, Paramount Pictures, Universal Music Group, and Edelman Digital.
The exec was previously VP of Social Brand Strategy at Peacock, where she led “high-impact social and digital campaigns”.
Prior to Peacock, Chang spent five years at Paramount Pictures, guiding the company’s home entertainment digital marketing team and managing campaigns for high-profile releases.
Her other posts included VP, Digital & Social Marketing at Universal Music Group, Digital Account Supervisor at Edelman, Head of Digital Marketing at RedBullRecords, and Product Manager at TheOrchard.
“Welcoming Leda to our Global Catalog team marks an exciting step forward in our marketing evolution.”
Kevin Gore
“Welcoming Leda to our Global Catalog team marks an exciting step forward in our marketing evolution,” said Gore.
“Her future-forward mindset and proven strength in storytelling, connecting audiences, and enhancing brands will further strengthen our role as a growth engine, as we take a more aggressive, all-encompassing approach to galvanizing fans, cultivating discovery, and building legacies.”
“I’m both energized and humbled to elevate the stories of these iconic artists and their timeless music to invigorate both core fans and new audiences wherever they are in the world.”
Leda Chang
Chang added: “The caliber of Warner Music Group’s artists is unmatched, and the passion from Kevin and the team is palpable.
“I’m both energized and humbled to elevate the stories of these iconic artists and their timeless music to invigorate both core fans and new audiences wherever they are in the world.”Music Business Worldwide
