Manos Xanthogeorgis, Head of International Digital Marketing at Sony Music Entertainment, talks with IBM VP of Global Marketing Robert Schwartz about the marketing challenges (and perks) of the international music industry, including surprise album drops, social media disasters, and countries still hooked on CDs.

Manos Xanthogeorgis
00:00 Intro
00:27 Manos’s role and history at Sony Music Entertainment
04:10 Music markets over time and across international markets
08:41 Managing artists on social media
11:07 Marketing disasters and lessons
14:57 Internationalizing and narrative-building
20:34 An all-platform social strategy
26:32 Building an artist’s narrative in a shifting environment
31:51 Progress in conversion metrics

Audience questions
34:54 Harnessing social media data
38:06 Dealing with difficult artists
39:15 Working with superfans
41:53 The impact of exclusive album releases
43:47 VR plans

Robert’s questions
45:19 Fostering creativity at work
48:16 Using development skills at work
48:57 If IBM were an artist, who would it be?

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