With the new title of CEO UK & North America, a press release states that Pichilingi will divide his time between Modern Sky’s Liverpool and London-based UK offices and the company’s LA home in the US.
The press release went on to state that Pichilingi’s remit in the US is to “create opportunities for Modern Sky Chinese repertoire (signed globally by the company) for sync and publishing.”
Additionally, Pichilingi will be looking to work with American brands, helping them to capitalise on Modern Sky’s Strawberry and MDSK festival brands as well as the company’s video streaming and content platform MNOW, which has over 42 million subscribers and a built-in ticketing platform.
Speaking about the addition to his role, Pichilingi said: “Modern Sky is in a fairly unique position as the custodian of a large, excellent Chinese music catalogue, particularly in hip hop, contemporary folk, electronic and guitar genres. We’re seeing a big increase in the demand for Chinese repertoire across film and TV and want to generate new opportunities for our artists.
He continued: “As far as working with brands in the US is concerned, we believe we’ve got the best pipeline for western businesses looking to make headway in the Asian market and communicate with a large, engaged and targeted young audience with plenty of disposable income and a keen interest not just in western music but in lifestyles and wider pop culture as well.”
Modern Sky Entertainment was founded by LiHui Shen in 1997 as a multi-faceted entertainment company, operating across records, publishing, live and video. In 2016, Modern Sky inked a long-term, strategic equity partner deal with Sound City, the company, founded by Pichilingi, behind music conference and showcase festivals such as Liverpool Sound City, New York Sound City and, most recently, Sound City Korea.