'An untapped market': Sony Music launches children's label Magic Star

'An untapped market': Sony Music launches children's label Magic Star

Sony Music UK has announced the launch of Magic Star under the leadership of Will Speer, who has been appointed head of the label.

The children’s entertainment label will sign, develop and market artists and branded projects to family entertainment audiences.

Magic Star will partner with established brands in the family entertainment market and will work with the other Sony entertainment companies. The new division will also collaborate with each of Sony Music UK’s labels and their artist rosters, as well as explore opportunities with new artists. 

Nicola Tuer, COO, Sony Music UK & Ireland, said: “We recognise family entertainment as an untapped market so launching Magic Star provides a wealth of opportunity for us and will strengthen our capacity for growth. Will is a highly respected executive with a track record of success and knowledge in the industry, which will serve us well as we advance in this market.” 

Sony Music has identified a huge opportunity within the family entertainment market

Will Speer

Speer said: “Sony Music has identified a huge opportunity within the family entertainment market to create fresh new audio and audio-visual content and also have access to a wide repertoire of signed artists who already have huge family appeal. The scope is endless, and I am very much looking forward to bringing my experience in kids’ media to such an entertainment powerhouse like Sony Music.”

Sony had one of the biggest kids’ hits in recent years with Pinkfong’s Baby Shark. First released via Relentless/The Orchard in the UK two years ago, it has sales of 771,386, according to the Official Charts Company. 

Kidzbop UK has also made a sales impact for Concord and Universal Music.

Speer joins Magic Star from NBCUniversal, where he oversaw international marketing across DreamWorks TV and NBCU Kids and Family. He spearheaded global campaigns for projects including Trolls, Kung Fu Panda, How to Train your Dragon and Spirit Riding Free. Prior to NBCUniversal, he worked at the leading international children’s toy company Mattel as EMEA marketing director overseeing pre-school favourites Thomas & Friends, Fireman Sam and Bob the Builder.

Speer also spent eight years at the Walt Disney Company, where he was responsible for managing Disney brands across TV, digital and theatrical and worked on projects including Hannah Montana, Monsters University, The Muppets, Cars and Toy Story. 

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