Lee will have responsibility for both discovering and developing emerging local Asian Electronic Dance Music talent and opening up opportunities for international electronic dance artist collaborations
He brings over 30 years of music industry experience to Liquid State, a joint venture between Sony Music Entertainment and Tencent Music Entertainment, to provide a home for electronic and Electronic Dance Music artists across the Asia region
Hong Kong – 16 October 2020 – Sony Music Entertainment and Tencent Music Entertainment have today announced the appointment of Victor Lee as Managing Director of Liquid State. Lee will have responsibility for discovering and developing emerging local Asian Electronic Dance Music talent to create original content, as well as provide opportunities for international electronic dance artist collaborations, creating and building branded live events in the region.
Lee brings over 30 years of music industry experience to Liquid State, having supported a range of renowned talent such as Avicii, Bob Sinclar, Kylie Minogue, Gucci Mane, Wyclef Jean and Whitney Houston, throughout his career.
Prior to Liquid State, Lee was Vice President of International Streaming and Marketing at APG (Artist Partner Group), where he managed the international relationships of Spotify, Apple Music, Amazon Music, Deezer, QQ Music, JOOX, KKBOX, and others in Asia, whilst also delivering global music streams for Ava Max, Bazzi, Charlie Puth, since 2019.
From 2013-2019, Lee joined At Night Management and co-founded PRMD Music, the label home of the late Tim Bergling, a.k.a. Avicii. Under a partnership with Universal Music, Lee spearheaded the marketing campaigns for Avicii’s debut album True, which netted the mega hit “Wake Me Up” and the follow up “Stories” which both became #1 Billboard Electronic Dance albums.
As Global COO of PRMD Music, Lee also managed and executed the music campaigns for releases by Wyclef Jean, Cazzette, Syn Cole and MORTEN. Most notably for US DJ Producer Deorro, whose “Five Hours” single and “Five More Hours” single featuring Chris Brown have generated more than a billion streams to date.
Prior to At Night Management and PRMD Music, Lee was the General Manager of Tommy Boy for over 10 years, playing a key part in the growth of the global Electronic Dance Music movement in the US with French DJ Producer Bob Sinclar’s global hits “Love Generation” and “World Hold On”.
He began his career in Hong Kong as Director of International A&R and Marketing at Bertelsmann Music Group (BMG) in the 90s where he created a number of new opportunities across the South East Asian region for international artists like Whitney Houston, Kylie Minogue, Lisa Stansfield, and Depeche Mode.
“Victor is an experienced and successful music industry executive who brings with him extensive experience across various regions as well as a track record of developing successful labels,” said Andrew Chan, Managing Director, Sony Music, Greater China. “With Victor joining, we look forward to fostering more domestic Electronic Dance Music talent in Asia and expanding the number of international collaborations.”
“Electronic Dance Music is an important music genre that we believe has a lot of potential for growth,” said Andy Ng, Group Senior Adviser, Tencent Music Entertainment. “Victor’s appointment will bring us a step closer to our ambition of becoming the top electronic dance label in the region, developing new fans and providing more opportunity for local talents to showcase their work.”
"With the combined resources and expertise of Sony Music, Tencent Music and Liquid State, we are uniquely placed to provide the deep bench of untapped electronic talent in Asia with a pathway to the global success they deserve,” added Victor Lee. “Likewise, we can enable international artists to unleash the huge potential which lies within the Asian market. As such, I am thrilled to be working alongside Andrew Chan and Andy Ng in taking Liquid State into its next phase at, what is, an amazing moment in the history of the Asian music market."
Liquid State launched in 2018 as a joint venture between Sony Music and Tencent Music, to provide a home for electronic and Electronic Dance Music artists. The label discovers, showcases and develops the abundant existing local talent in the region to create original content, while providing unrivalled support for international artists in the region. Over the past two years, Liquid State has seen a number of successes, including CORSAK and R3HAB.