Sony and Tencent’s JV label, Liquid State, hires Victor Lee as its new Managing Director

 Sony and Tencent’s JV label, Liquid State, hires Victor Lee as its new Managing Director

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Liquid State – the joint venture label co-owned by Sony Music and Tencent Music Entertainment – has a new boss.

Liquid State has introduced right this moment (October 8) that it’s employed Victor Lee as its new Managing Director, as it goals to turn into “the top electronic dance label” in Asia.

Hong Kong-based Lee was beforehand VP of International Streaming and Marketing at Mike Caren’s APG (Artist Partner Group).

Lee succeeds Gunnar Greve as Managing Director of Liquid State. MBW understands that Norway-based Greve exited as the Sony/Tencent firm’s MD in May, following two years within the position.

Victor Lee will now take duty for locating and growing Asian digital artists at Liquid State, as effectively as offering alternatives for worldwide artist collaborations. He will report back to Andrew Chan, Managing Director of Sony Music, Greater China.

“Victor is an experienced and successful music industry executive who brings with him extensive experience across various regions as well as a track record of developing successful labels,” mentioned Chan.

“With Victor joining, we look forward to fostering more domestic Electronic Dance Music talent in Asia and expanding the number of international collaborations.”

“With Victor joining, we look forward to fostering more domestic Electronic Dance Music talent in Asia and expanding the number of international collaborations.”

Andrew Chan, Sony Music

Lee brings over 30 years of music trade expertise to Liquid State, having supported artists such as Avicii, Bob Sinclar, Kylie Minogue, Gucci Mane, Wyclef Jean and Whitney Houston throughout his profession.

At APG, the exec managed the agency’s worldwide relationships with Spotify, Apple Music, Amazon Music, Deezer, QQ Music, JOOX, KKBOX, and others in Asia, while additionally working to maximise international streams for the likes of Ava Max, Bazzi and Charlie Puth.

From 2013-2019, Lee joined At Night Management and co-founded PRMD Music, the label dwelling of the late Tim Bergling, a.okay.a. Avicii.

Under PRMD Music’s partnership with Universal Music Group, Lee spearheaded the advertising campaigns for Avicii’s debut album True – together with the large hit Wake Me Up – and the artist’s second studio album, Stories.

As Global COO of PRMD Music, Lee additionally managed campaigns for releases by Wyclef Jean, Cazzette, Syn Cole, MORTEN and US DJ/producer Deorro. The latter artist’s Five Hours and Five More Hours singles (that includes Chris Brown) have generated greater than a billion international streams thus far.

“Victor’s appointment will bring us a step closer to our ambition of becoming the top electronic dance label in the region, developing new fans and providing more opportunity for local talents to showcase their work.”

Andy Ng, Tencent Music

“Electronic Dance Music is an important music genre that we believe has a lot of potential for growth,” mentioned Andy Ng, Group Senior Adviser, Tencent Music Entertainment.

“Victor’s appointment will bring us a step closer to our ambition of becoming the top electronic dance label in the region, developing new fans and providing more opportunity for local talents to showcase their work.”

Added Lee: “With the combined resources and expertise of Sony Music, Tencent Music and Liquid State, we are uniquely placed to provide the deep bench of untapped electronic talent in Asia with a pathway to the global success they deserve.

“Likewise, we can enable international artists to unleash the huge potential which lies within the Asian market. As such, I am thrilled to be working alongside Andrew Chan and Andy Ng in taking Liquid State into its next phase at, what is, an amazing moment in the history of the Asian music market.”

“With the combined resources and expertise of Sony Music, Tencent Music and Liquid State, we are uniquely placed to provide the deep bench of untapped electronic talent in Asia with a pathway to the global success they deserve.”

Victor Lee, Liquid State

Liquid State launched in 2018. Over the previous two years, the label has loved success with the likes of Dutch-Moroccan DJ/producer R3HAB, British-Norwegian act Alan Walker and Chinese artist CORSAK, whose debut single Reverse has clocked up comfortably more than a billion streams.

Prior to At Night Management and PRMD Music, Victor Lee was the General Manager of Tommy Boy for over 10 years, discovering specific success with French DJ Producer Bob Sinclar’s international hits Love Generation and World Hold On.

Lee started his profession in Hong Kong as Director of International A&R and Marketing at Bertelsmann Music Group (BMG) within the 90s the place he created alternatives throughout the South East Asian area for artists like Whitney Houston, Kylie Minogue, Lisa Stansfield, and Depeche Mode.Music Business Worldwide

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