Jordy Freed, director, head of brand, business development, partner marketing, and strategy for the personal entertainment business, Sony Corporation of America
Freed joined Sony’s consumer and professional audio business in 2020 as its first US-based employee for the division.
His remit has expanded to include responsibilities such as integrated marketing, marketing communications, partnership development, earned media, influencer marketing, experiential marketing, business affairs, business development, and overall business strategy for the division.
Freed has worked on developing brand collaborations with talent like SZA and Alicia Keys, and partnerships with companies such as Spotify, Amazon Music, and Soundcloud as Sony Audio seeks to grow its cultural relevance and redefine the storied brand.
For example, he negotiated and led the launch of a collaboration with Olivia Rodrigo to release the limited edition Sony LinkBud S headphones she designed. He conceptualized the integration of a new feature called “Custom EQ” that used special equalizers tuned by Rodrigo and her producer so that her albums “Guts” and “Sour” could be listened to with optimal audio on any streaming service using the headphones. The launch notched up 1 billion earned media impressions and $10 million in earned media value, driving pre-sale demand for the product.
Elsewhere he led marketing for Sony’s immersive 360 Reality Audio sound format, helping Sony win GRAMMY awards through its artist collaborations, such as with Alicia Keys.
2024 looks to be a tentpole year for his marketing efforts as it grows its “For the Music” brand activity, develops a new loyalty strategy.
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