Interview with Hélène: Digital Wizard at Sony France

1. Hi Hélène can you tell us about yourself? When did you start working in the music business?

Hi Whyd, I am the head of digital marketing for Sony Music France and basically I am a music addict! I started working in the music business quite a long time ago now, in the so-called golden years. I have worked for various labels, both indies and major companies, first as a product manager for local acts then still as a marketer but on the catalogue and as the market changed I have shifted to digital topics such as social media, webmarketing, websites & apps, etc.

 

2. What is your favorite part of your job today?

I guess what I like the most is the essence of my job: using the new technologies and the new media to help developing new artists. Very exciting as of course the marketing, the tech and the ways people listen to the music keep evolving – what is trendy today could be gone forever tomorrow.

 

3. In your opinion, what has been the most exciting trend in music recently?

From a business / marketing perspective I like the idea that due to streaming services people can now listen to much more music than ever before in a legal way and may discover some artists they’d never had the curiosity to listen to if they’d had to buy the record.

And even if it is not a trend but a single move I have really liked the way David Bowie released his latest album: a very discrete way without any interviews, almost nothing else than the music and a strong image. I think this is really clever in a time when we are overwhelmed with teasers, ads, tweets, Facebook posts, Instagram pics, etc. Of course it can only work if you are as famous and iconic as Bowie but it also reminds us that when the music is good it doesn’t need anything else.

And for the artistic side, I am waiting for a new big rock’n’roll act and especially a French one. We had Bérurier Noir, then Noir Désir and No One Is Innocent. Today there are plenty of great pop, hip-hop, electronic, new wave or folk acts but I miss the electricity, the craziness and the commitment of a punk or a rock band!

4. Which artists from Sony are you most excited about for 2013?

I just fell in love with the debut album by The Aikiu, a very promising French act that reminds me of Talking Heads. Their album is called Ghost Youth, go and listen to it! and  Lots of expectations too about Griefjoy, another young French band, the new MGMT album,Owlle’s debut album, the new Julien Doré record, and the second part of Justin Timberlake’s 20/20 Experience.

 

5. Can you tell us how you use Whyd and how do you see Sony increasing their use of social platform like Whyd? 

We create genre playlists on Whyd and we update them on a weekly basis in order to keep them fresh. We share them via our Twitter and Facebook accounts. As the interface is really clear and easy to use, Whyd is a great place to share the music of our artists and hopefully help people discover new bands and new acts. Social platforms like Whyd are a very powerful communication channel today that helps us in reaching different communities and also learning what they like and what is the best way to interact with them.

Thanks Hélène! Make sure you subscribe to Sony France on Whyd to hear the coolest of their new music! 

20th June 2013