Social Media Manager/Senior Manager-International Artists

What you'll do:

Artist-Centric Social Strategy
•    Develop and execute social media campaigns for 5-10 priority artists/labels, aligning with album cycles, tours, and brand partnerships.
•    Example: Lead TikTok/Weibo integrations for a K-pop collab, driving 10M+ challenge participation.

Platform Mastery
•    Optimize content for China’s ecosystem (Weibo, Douyin, Xiaohongshu, Bilibili) + global platforms (Instagram, YouTube, TikTok).
•    Data-Driven: Use analytics to pivot strategies (e.g., doubling down on Reels vs. Stories based on engagement).

Crisis & Community Management
•    Monitor real-time sentiment during high-stakes moments (e.g., album leaks, PR crisis).
•    Foster artist-fan connections (e.g., ARG campaigns, Discord/Weibo fan clubs).

Cross-Functional Leadership

•    Partner with A&R to tease unreleased tracks via social snippets.
•    Collaborate with creative teams on thumb-stopping content (memes, UGC challenges, behind-the-scenes docs).

Innovation Lab

•    Pilot emerging platforms (e.g., AI-generated artist avatars, virtual listening parties).
•    Budget ownership for paid social boosts.

Who you are:

 Music Industry Expertise/Passion
•    Proven professional track record in social media management, preferably within the music industry (labels, artist management, or agencies).
•    Good understanding of music marketing cycles (album rollouts, tour promotions, merch drops).
•    Familiarity with royalty structures, licensing, and how social content impacts streaming (e.g., TikTok trends driving Spotify/QQ Music plays).

Platform Mastery
•    China Platforms: Advanced knowledge of Douyin (TikTok China), Weibo, Xiaohongshu, Bilibili, and WeChat (official accounts + mini-programs).
•    Global Platforms: Instagram, YouTube, TikTok, Twitter/X, Discord, and emerging apps (e.g., Twitch for live performances).
•    Paid Social: Experience managing budgets and optimizing ROI (e.g., Douyin ads vs. Weibo热搜).

Data & Analytics
•    Fluency in social listening tools (Brandwatch, Sprinklr) and music-specific analytics (Chartmetric, Next Big Sound).
•    Ability to translate data into strategy (e.g., identifying TikTok sound snippets that trend toward streaming conversions).
•    Experience with UTM tracking, pixel implementation, and attributing social engagement to downstream sales/streams.

Content Creation & Storytelling
•    Creative direction for thumb-stopping content: lyric videos, meme formats, behind-the-scenes docs, fan Q&As.
•    Basic video editing (CapCut/Premiere Pro) and design skills (Canva, Photoshop) to quickly iterate on assets.
•    Copywriting for multi-tonal platforms (e.g., witty Twitter threads vs. polished Weibo announcements).

Artist & Fan Community Management
•    Experience managing high-profile artist accounts (or liaising with artist teams to approve content).
•    Building fan engagement strategies: ARGs (alternate reality games), Discord communities, Weibo super-topics.
•    Crisis management for PR escalations (leaks, scandals) with real-time response protocols.

Cross-Functional Collaboration
•    Partnering with A&R to tease unreleased music via cryptic social clues.
•    Aligning with legal teams on copyright (e.g., user-generated content clearance).
•    Briefing in-house creatives on platform-specific specs (e.g., Bilibili’s long-form vs. Douyin’s 15-second hooks).

Innovation & Trends
•    Early adopter of new features (Instagram Reels, TikTok LIVE subscriptions, AI filters).
•    Testing emerging platforms (e.g., Meta’s Threads, AI-powered virtual influencers).

Language & Soft Skills
•    Fluent in Mandarin and English (written/spoken) for global campaign coordination.
•    Negotiation skills to secure partnerships with KOLs/influencers.
•    Agility to pivot strategies overnight (e.g., capitalizing on a viral meme tied to an artist).

Nice-to-Have skills:

•   Experience with artist merch drops (e.g., driving hype via WeChat mini-store integrations).
•    Knowledge of SEO for music (optimizing YouTube titles/descriptions for search).
•    Fanbase growth hacks (e.g., leveraging Douyin’s “hot search” algorithm).

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.
• Annual leave, medical leave and medical insurance.
   

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.

Privacy Policy

Please click here to read our privacy policy before beginning the application process as you will need to agree to the terms of the policy before submitting your information.