Music Marketing Manager (Mass Appeal)
The Music Marketing Manager will be responsible for leading the planning, execution, and optimization of marketing campaigns for Mass Appeal’s artist releases and catalogue in India and South Asia. This includes managing full-funnel rollouts across digital, press, creator, and brand channels - while also collaborating with international teams to tailor Indian projects.
This role requires a dynamic, culturally-aware individual with a deep understanding of music, marketing and youth culture in India. The ideal candidate will be able to craft campaigns that drive discovery, fandom, and streaming - while also building long-term opportunities for artists through meaningful partnerships, digital storytelling, and media visibility.
What you'll do:
- Own and execute marketing campaigns for Mass Appeal’s South Asian releases - including singles, EPs, albums, and special projects
- Coordinate with the distribution partner to secure placements, platform support, and editorial visibility for releases
- Build and maintain strong relationships with local media, press, platforms, creators, and stakeholders to grow the artist’s presence and fanbase in India
- Develop and brief creative campaign concepts across social media and working with media partners and our internal digital media agency.
- Lead influencer campaigns and content collaborations that drive virality and audience engagement
- Monitor and report campaign performance, using insights to optimize future strategies.
- Identify and plan for key industry opportunities like award submissions, “ones to watch” features, editorial moments, and marketing programs
Who you are:
- Minimum 5 years of experience in music marketing, artist promotions, digital strategy or label campaigns
- Proven experience launching and executing culturally resonant, data-driven campaigns in India
- Strong understanding of Indian music culture, especially Hip-Hop, Punjabi and youth-driven genres
- Excellent relationships with influencer agencies, DHH editors and brand partners
- Hands-on experience in social content creation, influencer activations, IG campaigns and social campaigns
- In-depth knowledge of the streaming ecosystem, platform tools (Spotify for Artists, Apple Music for Artists, YouTube Studio), and marketing analytics
- Highly organized with strong communication, project management, and problem-solving skills
- Proficiency in tools like Canva, Meta Ads Manager, Mailchimp/Brevo and influencer platforms.
- A team player who thrives in a collaborative environment but can also work independently and own projects
- Comfortable with flexible work hours to align with global teams.
What we give you:
- You join a vibrant global community with the opportunity to channel your passion every day
- A modern office environment designed for you, empowering you to bring your best
- Investment in your professional growth and development enabling you to thrive in our vibrant community
- The space to accelerate progress, positively disrupt and create what happens next
- We give you the platform to champion positive change, with the opportunity to contribute to our social impact, diversity, equity and inclusion initiatives
Equal Opportunities
As an active part of a culturally and socially diverse society, Sony Music’s aim is that our workforce is diverse and inclusive. Sony Music is an equal opportunity employer and supports workforce diversity.
We employ, retain, promote and otherwise treat all employees and job applicants according to their merit, qualifications, competence and talent. We apply this policy without regard to any individual’s sex, race, religion, origin, age, sexual orientation, marital status, medical condition or disability.
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