Inside Sony Music
- SMG Impact Fellows Mix Tape Series: Jacob’s Interlude
- Sep 27, 2021
This article is written by Jacob Lam and is part of the SMG Impact Fellows Mix Tape Series, a collection of first-person essays written by the inaugural cohort of Sony Music Group Impact Fellows. Read more about the SMG Impact Fellows Program here.
What does music mean to you and how does your outlook on music fit in with your internship at Sony Music Group?
During my summer internship at Sony Music as an international marketer of Sony Music’s U.S.-signed artists, my perspective on the music industry and the international influence of American artists has broadened exponentially. Artists with followings of all sizes have global impact, and it is incredibly cool to know that people miles away from one another, speaking a whole different language, can still connect to and dance to the same song. Music really is an experience that is worth sharing with others, so I’m excited to share my experiences as a Sony Music intern.
To me, music is like a cup of hot chocolate on a snowy day—or icing on my favorite cake! It is a foolproof companion through hardships and an amplifier of our emotions. If I could describe my internship experience, it would be spicy ramen. It was challenging, and it made me want to take a step back and grab some milk, but as soon as I felt some form of relief, I couldn’t wait to dig right back into it. Having the opportunity to grow and learn with Sony Music, while identifying areas where I could improve was one of the most fulfilling parts of my experience.
What does an average week look like in International Marketing?
At Sony Music, my day-to-day tasks include identifying and keeping track of trends globally, creating digital newsletters to send to the international team, updating the statistics and data for our priority artists, and researching heavily on social media platforms such as TikTok. My favorite aspect is having the opportunity to brainstorm creative ideas for global launch campaigns, and pitching ideas to boost advertisements globally by seeing what trends are resonating across various communities. I also love to help summarize international marketing plans and spends. It allows me to see what kind of creativity, budgets, and expectations other markets have in mind for our global artists. The projects and initiatives I’ve worked on are honestly amazing, I’ve loved every part of my Sony Music growth journey!
Could you tell us about one of your highlights of the role?
Throughout my time on the International Marketing team, I noticed how quickly our teammates and projects move and how well we collaborate and work together. When I first started, I was not used to the fast pace, but as time passed and with the support of my teammates, I overcame that challenge and adapted to the fast-paced environment. I was also able to improve and enhance my creative thinking in an actionable way. Every now and then I would come up with ambitious ideas that seemed out of this world. While working at Sony Music, I’ve learned how to bring some of those ideas to fruition by building out a realistic strategy. I am so happy I had the opportunity to spend time with such a talented, multifaceted team. I also want to give a special shoutout to my supervisors Keri and Julio, who really took care of me this summer and enriched my experiences in many ways.
How would you describe your Sony Internship Experience using a song from a Sony Music artist?
I am so delighted I was able to learn and grow with Sony Music over the past 10 weeks. It was undoubtedly the highlight of my summer. We know that music is associated with memories, and I hope that in the future, whenever I hear “Stay” by The Kid LAROI and Justin Bieber, I can relive the upbeat moments I experienced this summer on the International Marketing team at Sony Music.
Last but not least, what songs are currently in your rotation and on repeat?
- “Stay” – The Kid LAROI, Justin Bieber
- “Working” – Tate McRae, Khalid
- “Kiss Me More” – Doja Cat (feat SZA)
- “Industry Baby” – Lil Nas X, Jack Harlow
- “Don’t Go Yet” – Camila Cabello