Simon Cowell’s record label names first marketing chief

Syco Music, the joint venture between Simon Cowell and Sony Music, has signed up former PlayStation marketer Mark Hardy to the new role of marketing director.


Syco Music signs the winner of The X Factor to its label every year.

The appointment comes as the show prepares to launch in the US in autumn next year.

Hardy reports directly to Syco managing director Sonny Takhar and will take responsibility for managing and developing the overall online and offline Syco music marketing strategy.

He joins Syco after nine years at Sony Computer Entertainment Europe’s PlayStation where he served as European product marketing director and oversaw the central marketing function of the company.

He launched the music and social gaming initiative SingStar, for PlayStation.

He has also worked at Disney home entertainment division BuenaVista Home Entertainment where he was senior brand manager for Pixar and Disney.

Takhar says: “Mark will be responsible for driving creative and commercial excellence around our artists’ campaigns.”

Hardy adds: “The music industry is changing fast and Syco Music is in a fantastic position to take advantage of new revenue streams, new marketing channels such as social media and the potential of digital distribution. I hope to bring a new perspective to a company which is already driving innovation in entertainment marketing.

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