By: Jonathan Yang

Kecheng (Coco) Wang, a distinguished marketing and branding specialist based in New York, has established herself as a pivotal force in the global music industry. With an academic foundation in Music Business and Songwriting from Berklee College of Music, complemented by advanced studies at NYU, Coco’s expertise lies at the intersection of creativity and strategy. Her work transcends conventional marketing, focusing on the development of distinctive brand identities that resonate across diverse international markets.

Coco’s recent collaborations with a variety of global artists underscore her ability to navigate the intricacies of the international music scene. Her strategic approach to branding, grounded in cultural relevance and authenticity, has earned her recognition as a leading figure in the field.

Photo Courtesy: Kecheng (Coco) Wang

Today, we explore Coco’s career journey, her innovative approach to branding, and the profound impact of her contributions to the global music industry.

Q: Coco, you’ve had a remarkable journey in the music industry. Can you tell us how you got started in marketing and branding?

Coco Wang: Upon graduation, I embarked on a journey to define my career goals and explored various opportunities within the music industry. I gained valuable experience through internships and roles at prominent music labels, including Easy Star Records, BMG, and Primary Wave Music Company.

A pivotal moment in my career occurred during my tenure as a Project Manager at East Goes Global. It was at this juncture that I had a profound realization: marketing and branding were where my true passion lay. This insight provided a clear direction for my professional pursuits.

In my role as a Product Manager, I discovered deep satisfaction in being the central coordinating force behind an album’s marketing strategy. This role involves overseeing various elements, including promotion, international marketing, digital media, sales, tour marketing, brand partnerships, and occasionally sponsorships. Essentially, marketing and branding encompass every facet of an artist’s promotional efforts, and I thrived in the role of a pivotal facilitator within this dynamic field.

Q: You’ve worked with some incredible artists, including Hayd, ASTN, Richard Marx, and Kyle MacLachlan, to name a few. How do you assist them in identifying the most marketable aspects of their brand, and in discovering what their audience seeks from their brand?

Coco Wang: The key to developing a brand for global talents lies in understanding the artist’s core identity and how it resonates with different cultures. I start by getting to know the artist on a personal level—what drives them, what they stand for, and what message they want to convey. From there, I create a brand narrative that is authentic and relatable, yet flexible enough to appeal to audiences worldwide. It’s about finding that universal truth in their story that transcends borders.

However, it’s essential that this process be a partnership. Sometimes, an artist may not fully know how to deliver their message or navigate their path. My role is to provide direction and opportunities but not to create the artist’s vision for them. I can guide them to the right stage and offer insights into the best timing and location based on data and audience analysis, considering trends, economic factors, and regional dynamics.

In essence, I provide the framework—the stage, the timing, and the strategic direction—while the artist and their music represent the heart of the brand. My aim is to support and enhance their vision, allowing them to perform authentically and effectively within the parameters we set together.

Q: Speaking of campaigns, you’ve worked with an impressive array of artists, what have been some of your favorite marketing campaigns that you’ve worked on?

Coco Wang: One of the campaigns I am most proud of was for Hayd, who sought to enter the international market, with a particular focus on China. At EGG, we developed a brand strategy that emphasized his cultural heritage while highlighting his global appeal. This comprehensive approach included redesigning his visual identity and creating content that resonated with audiences across various regions.

My strategy typically involved several key elements, such as food exploration, where Western talent experiences traditional Chinese cuisines or engages in unique culinary adventures. For instance, Will Smith’s video featuring his reactions to Chinese street foods achieved notable engagement from Chinese viewers. Similarly, lifestyle content showcasing Western talent exploring daily life and participating in cultural activities has proven effective. Tom Daley’s videos focusing on his personal experiences and cultural interactions have also been well received.

All of these campaigns concluded with remarkable impact, surpassing our expectations. I was extremely proud and enthusiastic about the success we achieved.

Q: The music industry is constantly changing. How do you stay ahead of the curve in your field?

Coco Wang: Staying ahead in the music industry requires a blend of creativity, research, and adaptability. I am continually on the lookout for emerging trends in music, technology, and consumer behavior. This includes staying current with the latest social media platforms, understanding changes in streaming algorithms, and being aware of global cultural shifts.

For example, by analyzing how audiences engage with social media messaging, I can gain insights into the effectiveness of our communication strategies. This involves diagnosing the frequency and nature of our social media messaging to ensure it is unique, thought-provoking, interesting, and artistically compelling. It is essential to let people organically discover our content, as controlling its reach is not feasible. Instead, the goal is to produce as much effective messaging as possible and allow it to resonate naturally with the audience.

Q: Do you have any last words of advice for marketers who are earlier in their career, looking to get started and do some great things like you?

Coco Wang: My advice is to remain steadfast in the artist’s vision while also considering broader market dynamics. Branding extends beyond mere aesthetics; it involves storytelling and forging a genuine emotional connection with the audience. Be open to innovative ideas, but approach them with a strategic mindset.

I would also prioritize becoming proficient in research and data analytics. Utilizing data effectively can provide valuable feedback on product improvement and reveal opportunities for new offerings, ensuring a more informed and strategic approach to marketing and branding.

Published by: Martin De Juan