Sony Music UK launches children’s entertainment record label Magic Star

Sony Music UK has announced the launch of Magic Star, a children’s entertainment label which will sign, develop and market artists and branded projects to family audiences. 

Under the leadership of Will Speer, who has been appointed Head of the label, Magic Star will partner with established brand leaders in the family entertainment market and work with the other Sony entertainment companies. The new division will also work in collaboration with each of Sony Music UK’s labels and their artist rosters, as well as explore opportunities with new artists. 

In making the announcement, 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 leading 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, working on projects including Hannah Montana, Monsters University, The Muppets, Cars and Toy Story.  

As part of the announcement, Will Speer said, “Sony Music have 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.”

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