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Jake Basden Named President of Sandbox Entertainment

Basden joins Sandbox following 12 years spearheading publicity efforts for Big Machine Label Group.

Music public relations veteran Jake Basden has been named president at the Jason Owen-led Sandbox Entertainment Group. The news was first reported by Variety.

In his new role, Basden will champion a roster of artists that includes Kacey Musgraves, Kelsea Ballerini, Little Big Town, Midland, Faith Hill, Dan+Shay and actress-singer Kate Hudson. He will also work with Sandbox’s various media and entertainment entities, including the Broadway musical Shucked, which premieres this spring.


“Jake is the sort of star executive who recognizes this is not a business of boxes and lanes,” said Owen, Sandbox founder and CEO, via a statement. “He is beloved by all and brings elevation to everything he touches. From conceptualizing events to executing campaigns, there’s no one [else] whose vision can see a project from conception through to not just success, but the highest awards recognition for whatever arena they’re in. Sandbox’s incredible team was formed as an entertainment firm whether it meant movies, television, touring or career direction. Jake excels in all of those spaces.”

“There is so much more to a successful launch, whether it’s an artist’s project, a Broadway show or long-term development,” Basden added via a statement. “Perception can define reality, but you have to back it up with solid strategy and execution. The opportunity Jason has provided allows me to both stretch and take topflight people, TV and motion picture platforms to new places. That thrills me because I believe that marketing done as a well-thought-out strategy yields exponential returns. The Sandbox team is comprised of the highest caliber executives whom I have long admired, and I am grateful for the opportunity to join them.”

Basden previously spent 12 years spearheading publicity efforts at Big Machine Label Group, championing artists including Thomas Rhett, Tim McGraw, Lady A, Glen Campbell and former Big Machine artist Taylor Swift. Basden was named senior vp of global communication for BMLG in 2017. He announced his departure from the label group earlier this month.

Basden, a University of Oklahoma graduate, joined Big Machine from the New York offices of public relations firm Edelman, where he served as a director in their sports and entertainment division. Basden’s career accolades to date include being named Country Music Association (CMA) publicist of the year. He was also named PRWeek‘s Young PR Professional of the Year, and was honored as one of the magazine’s “40 Under 40” in 2019.