Brayden Crossley promoted in Warner Music Asia restructuring

Former Warner Music Australia head of artist relations Brayden Crossley is climbing the ladder within the music major’s Asian operations.

As part of a restructuring at WM Asia, Crossley rises to the new role of senior VP, marketing, Greater China and South East Asia.

Based in Hong Kong and reporting to Simon Robson, president, Asia, Warner Music, Crossley is responsible for promotional activity for the music giant’s roster of local and artists who, according to a corporate statement, are “increasingly connecting” with fans in the region.

It’s no small task. Crossley’s job is to ensure Warner’s artists make impact in what is an increasingly competitive space and that, as a consequence, the music company “overindexes on marketshare in the region,” a statement reads.

It’s another swift promotion for Crossley, who joined Warner Music Asia in 2017 and by 2018 became regional marketing director, Greater China and South East Asia. Crossley stepped into the label business after a long stint in radio Nova.

Warner Music Group

Early on, he was a radio announcer in Adelaide, then took on duties as breakfast producer, digital content editor and as national executive producer during his eight-year stint with the broadcaster.

Crossley joined Warner Music Australia in 2013, and rose to head of artist relations in less than two years.

“It’s a really exciting time to take up this challenge,” Crossley states. “Asia’s truly opening up for our global stars, while local artists have never had it so good when it comes to connecting with fans at home and abroad.”

His new gig comes as advertising pro Darren Ho joins the team as senior VP, marketing strategy, brand & business, Greater China and South East Asia and Phil Luen, formerly with Universal Music, is named senior VP, digital business development and research & analysis, South East Asia and Korea.

“These moves place three incredibly talented executives in key positions across our business,” explains Robson. "We want to be the most influential music company in Asia, the first choice for artists and brand partners with unparalleled expertise at reaching fans. These appointments will help us achieve that ambition.”

The region is emerging as a boon for the record business. Chins is now a Top 10 market, according to the IFPI’s ‘Global Music Report,’ and has the potential to be the “largest in the world in a few years,” Robson told Billboard for his recent International Power Players profile.