Lorenzo Braun and Jose Cedeño Take on New Key Roles at Sony Music U.S. Latin

Sony Music U.S. Latin has been steadily growing its market share for the past three years and upping its number of artists. In a sign that the company plans to continue its growth pattern, it has brought in two executives in newly created positions.

The first is Lorenzo Braun, who was appointed SVP/GM, Frontline, overseeing all A&R, marketing, radio promotion and digital marketing, among other functions.

In turn, José Cedeño was appointed SVP Growth & Innovation, overseeing sales, licensing, business development and other revenue areas. Both are based in Miami, reporting directly to Sony Music U.S. Latin president Nir Seroussi.

“Lorenzo and Jose are accomplished, forward-thinking executives whose expertise is vital to the growth of US Latin,” wrote Seroussi in a company memo obtained by Billboard.

For Braun, this is a return to Sony’s Latin operations. He started working for the company in Peru in 1996 and went on to hold multiple positions. For years, Braun worked closely in identifying and marketing crossover acts for the U.S. bilingual, bicultural market. Beyond Latin, Braun served as Sony’s Head of Marketing for Europe and Africa, based in London. He was most recently part of the international exploitation team for Columbia, RCA and Epic, based in New York.  

Cedeño, who has an MBA from Kellogg School of Management, comes to Sony from outside the music industry, with experience in automotive, consumer products and entertainment media. He most recently served as VP of Business Innovation for Fusion Media Network, the joint venture between Univision and Disney.