Sony Music UK has launched a new children’s entertainment label to sign, develop and market artists and branded projects to family audiences across the UK and the world. Under the leadership of Will Speer, the new unit will fly under the Magic Star moniker.
Magic Star will partner with established brand leaders in the family entertainment market and will work with the other Sony entertainment companies. The new division will also work with each of Sony Music UK’s labels and their artist rosters, as well as explore opportunities with new artists.
Nicola Tuer, COO, Sony Music UK & Ireland, said: “We recognise family entertainment as an untapped market so launching Magic Star provides a wealth of opportunity for us and will strengthen our capacity for growth.
“Will is a highly respected executive with a track record of success and knowledge in the industry, which will serve us well as we advance in this market.”
Speer joins Magic Star from NBCUniversal where he oversaw international marketing across DreamWorks TV and NBCU Kids and Family. He spearheaded successful global campaigns for projects including Trolls, Kung Fu Panda, How to Train your Dragon and Spirit Riding Free.
Prior to NBCUniversal, he worked at the international children’s toy company Mattel as EMEA marketing director working on pre-school favourites Thomas & Friends, Fireman Sam and Bob the Builder. Speer also spent eight years at the Walt Disney Company, where he was responsible for managing Disney brands across TV, Digital and Theatrical and worked on projects including Hannah Montana, Monsters University, The Muppets, Cars and Toy Story.
Speer said: “Sony Music has identified a huge opportunity within the family entertainment market to create fresh new audio and audio-visual content and also have access to a wide repertoire of signed artists who already have huge family appeal.
“The scope is endless, and I am very much looking forward to bringing my experience in kids’ media to such an entertainment powerhouse like Sony Music.”