Sony/ATV Music Publishing Promotes Brian Monaco to President, Global Chief Marketing Officer

Allison Michael Orenstein
Brian Monaco photographed on Dec. 10, 2016 in New York.

Sony/ATV Music Publishing  has named Brian Monaco to the new position of President, Global Chief Marketing Officer. 

Monaco, whose former title was Sony/ATV’s executive VP, worldwide head of advertising, film, and television, will continue to oversee the publishing company’s synchronization department for commercial music from New York, but will now have a greater emphasis on developing business efforts outside the U.S.  He will continue to report to Sony/ATV Chairman and CEO Martin Bandier.

“We want to drill down globally on how to be a better sales group as synch becomes more and more important in every aspect of the publishing world,” Monaco tells Billboard. “We’d like to see double-digit growth in three-to-five years in ex-U.S. territories and the best way to do that is to get out there and try instead of sitting back and waiting for the phone to ring.” 

One of the biggest growth areas is China, a country where Sony/ATV is already making a footprint. The company handles a few dozen synchs a year in China, including, most recently, licensing the Beatles “Hey Jude” for Chinese film, Yesterday Once More. As China’s middle class continues to grow, Sony/ATV has been at the forefront of licensing songs for Chinese car commercials, including Bob Dylan’s “Blowin’ In The Wind,”  The Who’s “My Generation”  and Queen’s “I Was Born To Love You.” 

Monaco also has his eye on building upon the company’s success in Europe. “I’m just jumping into the role now, but am making sure with France, Italy, Germany and the U.K, that we’re pushing even more in those territories,” he says. “We have great sales teams there, but we’re putting a bit more pressure on everyone outside the U.S. to think a little more proactively about putting music strategies together directly with the brand.” 

Under Monaco’s direction, global synch revenues at Sony/ATV  increased by a double-digit percentage in the last financial year, according to the publishing company. “With the revenue from film, TV and commercials now more significant than what we generate from CDs and digital downloads, the role of running our synch division has become even more important for us. I don’t believe there is anybody more qualified to fill that role than Brian,” said Bandier in a statement. “He understands synch and the marketing and promotion of our catalog better than anyone and has built a best-in-class team and modern infrastructure to maximize the value of our songs. With his new responsibilities Brian will be able to take this area of our business to even greater heights.”

Among the synch division’s recent successes are the licensing of the Beatles’ catalog for Netflix’s animated series, Beat Bugs, supplying lyrics for 50 songs for Coca-Cola’s “Share A Coke and a Song” campaign, securing 19 songs in Universal Pictures’ forthcoming animated comedy, Sing, and placing songs in 12 commercials for Super Bowl 50, including the creation of the composition “4x4ever,” a tune written and recorded by Sony/ATV writer Dorr specifically for Jeep’s Super Bowl campaign.  Part of Monaco’s mandate is to continue to create more masters owned by the publishing company.  He overseas Sony/ATV’s annual song camp that pairs songwriters with brands in an effort to write and record masters for ad placement. “We’re going to try to double the masters that we represent,” Monaco says. “The majority are coming out of the U.S. We’re looking at how do we take that model and take it to all the territories” 

Monaco, who joined Sony/ATV in July 2012 as Executive VP, Commercial Music Group following the acquisition of EMI  Music Publishing by a consortium led by Sony/ATV, says the company is still reviewing what changes, if any, will be made to his department to compensate for his added duties.