Cassandra Gracey, president of 4th Floor Creative for Sony Music UK, has promoted digital director Adam Cardew to the new position of Vice President, Podcasting & Creative Strategy.
Cardew’s role will be to manage the UK podcast division and launch a series of artist-led projects that tap into the growing audio space. Cardew will also oversee the company’s Creator Network, the influencer and creator programme that services all Sony Music UK labels.
In the role, Cardew will collaborate with the US on podcast initiatives.
The importance of podcasting strategy was signalled by Jason Iley, chairman and CEO of Sony Music UK, when a joint venture was announced earlier this year between Sony Music and Broccoli Content, led by Renay Richardson.
Cardew joined Sony Music UK in 2016 as digital director. He has been closely involved digital activations and partnerships with Instagram, TikTok, Facebook, Twitter and Snapchat, while leading the in-house digital learning & development programme for all Sony employees.
This year 4th Floor Creative partnered on the award-winning George Ezra & Friends podcast. It also produces the festive Robbie Williams series and the newly-announced podcast with Wiley.
The growth in the podcast space makes it a pivotal moment to support our artists
Cardew said: “The growth in the podcast space makes it a pivotal moment to support our artists by connecting them with an expanding audience of new listeners. 4th Floor Creative is uniquely positioned to create first-class podcasts and I can’t wait to see what we can achieve.”
Gracey said: “Adam is always leaning into all forms of digital innovation in the music business. I am delighted to see him take on the next level of our podcast development.”
The 4th Floor Creative department unites Sony Music UK’s creative disciplines, from brand partnerships, sync and creative to digital and audience development. It also enables artists to record all of their podcasts in-house.
Recent projects include the world-first interactive Instagram video for Mark Ronson’s Pieces of Us (Columbia) and the first streaming-influenced merchandise collection in collaboration with Bring Me The Horizon (RCA).
The sync department have also worked on artist-led adverts, including Mariah Carey heading the new Christmas campaign for Walkers Crisps and Little Mix partnering with Simple.