Sony Music Hires Christopher Södergren for Direct-to-Consumer Role

Christopher Södergren has joined Sony Music as executive vice president of direct-to-consumer strategy and operations, a newly created role aimed at strengthening the company’s global D2C initiatives. Based in New York, Södergren will report directly to chief operating officer Kevin Kelleher.

As evp of D2CSO, Södergren will lead efforts to enhance Sony Music’s ecommerce capabilities and deepen artist-to-fan engagement across all business units, including its record labels, global digital business group, international operations, The Orchard, AWAL and Ceremony of Roses.

Södergren brings extensive experience from Universal Music Group, where he served as evp of eCommerce and head of business operations. There, he oversaw global D2C growth, artist-led brand ventures and spearheaded initiatives in technology, data, marketing and biz-dev. Prior to UMG, he held senior roles at Warner Bros. Discovery, launching platforms like FilmStruck and Gloud, and advancing international D2C strategies in sports and gaming products. His earlier career includes consulting roles at Boston Consulting Group and Accenture, advising clients on digital transformation and growth.

Kelleher commented, “Part of the value we bring is how we help our artists maximize the ways they reach their fans and create commercial opportunities. Growing our ecommerce business is a top strategic priority for the Company and Christopher’s deep expertise in this area will greatly contribute to formulating and driving initiatives that optimize revenue growth.”

Södergren offered up enthusiasm for the role, saying, “Sony Music has the talent, platforms and vision to redefine the artist-to-fan relationship.”