CARDEW TO HEAD SONY U.K. PODCASTS

Sony Music U.K. has further amplified its move into the podcasting space with the promotion of Adam Cardew to the newly created role of VP of Podcasting & Creative Strategy.

He's tasked with launching a series of innovative, artist-led projects that tap into the increasingly important audio space.

Working from within Sony's 4th Floor Creative team, Cardew will be managing the U.K. podcast division and overseeing the company’s creator network—the influencer and creator program that services all Sony Music U.K. labels. He will also be collaborating with the U.S. on podcast initiatives.

The hire marks the next phase for 4th Floor Creative, which spans brand partnerships, sync and creative, digital and audience development. It follows on from Sony announcing a joint venture earlier this year with podcast production company Broccoli Content, led by Renay Richardson.

“Adam is always leaning into all forms of digital innovation in the music business,” 4th Floor Creative President Cassandra Gracey said. “I am delighted to see him take on the next level of our podcast development.”

Cardew joined Sony Music U.K. in 2016 as Digital Director and has been closely involved in several digital activations and partnerships with Instagram, TikTok, Facebook, Twitter and Snapchat, while leading the in-house digital learning & development programme for all Sony employees.

This year, 4th Floor Creative partnered on theGeorge Ezra & Friends podcast, produced the festive Robbie Williams series and the newly announced podcast with British grime MC and rapper Wiley.

The team has led several for Sony Music labels, including the world-first Interactive Instagram Video for Mark Ronson’s "Pieces of Us" for Columbia Records, and, for RCA, the first streaming-influenced merchandise collection in collaboration with British rock band Bring Me The Horizon.

Artist-led advertisements span Mariah Carey heading the new Christmas campaign for Walkers Crisps and Little Mix partnering with Simple in an ad that claimed The Drum’s 2019 Best Integrated Marketing Campaign award.