Today we’d like to introduce you to Kecheng (Coco) Wang.

Hi Kecheng (Coco), so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?

My journey in the music industry began with a strong foundation in both creative and business disciplines, earning a dual Bachelor’s degree in Music Business Management and Songwriting from Berklee College of Music. Building on this, I pursued a Master’s in Music Business at NYU, which allowed me to refine my expertise and develop a global perspective on the evolving industry.

Professionally, I’ve cultivated a diverse portfolio of experience across leading organizations. At Easy Star Records, I played a pivotal role in managing artist campaigns, streamlining operations, and overseeing album production processes. My work emphasized balancing the creative vision of artists with strategic marketing execution. At BMG, I worked closely with production and marketing teams to ensure smooth delivery of high-profile releases, gaining a nuanced understanding of cross-functional collaboration.

Currently, as a Project Manager at East Goes Global, I specialize in bridging Western artists and labels with Chinese audiences. This role combines my marketing acumen with deep cultural insight to develop and execute campaigns that drive measurable results in engagement and brand visibility. I’ve successfully managed Western artist campaigns on platforms such as Weibo, Douyin, and QQ Music, utilizing audience data to optimize strategies and enhance performance metrics.

Over the years, I’ve established myself as a specialist in crafting marketing and branding strategies that emphasize authenticity and global reach. My work has consistently focused on leveraging data insights, storytelling, and cultural connection to amplify artist impact and engagement.

We all face challenges, but looking back would you describe it as a relatively smooth road?

The journey to becoming a Music Industry Marketing & Branding Specialist has been far from smooth, but the challenges along the way have been critical in shaping my expertise, adaptability, and resilience. Transitioning from a creative foundation in songwriting to the strategic demands of marketing and branding required me to continually learn and evolve. Balancing the fast-paced, high-stakes environment of the music industry while preserving the artistic integrity of each project has been a consistent challenge.

One notable hurdle was navigating the complexities of introducing Western artists to the Chinese market during my time at East Goes Global. Mastering platform-specific nuances, such as Douyin and Weibo algorithms, and bridging cultural differences required rigorous research, creative problem-solving, and strategic innovation. Similarly, at BMG, I managed the demanding process of coordinating product releases under tight deadlines while ensuring seamless communication across multiple teams.

Entering the industry as a recent graduate also posed its own set of challenges. Interning at organizations like Easy Star Records and Primary Wave Music, I had to prove my abilities in highly competitive environments. This meant quickly mastering technical tools, adapting to the expectations of seasoned professionals, and finding impactful ways to contribute to established teams.

These experiences, though challenging, have helped me develop the ability to thrive under pressure, navigate complex problems, and maintain a solutions-focused approach. They have also solidified my belief that innovation, collaboration, and a commitment to ongoing growth are essential to achieving success in this dynamic industry.

Thanks – so what else should our readers know about your work and what you’re currently focused on?

My work focuses on crafting innovative marketing and branding strategies that connect artists with global audiences while honoring their unique vision and cultural identity. I specialize in bridging the gap between Western artists and the Chinese market, utilizing deep cultural insights and platform-specific expertise to drive engagement and expand reach. My role involves managing campaigns end-to-end—from strategic planning to execution and performance analysis—ensuring each initiative delivers measurable results and meaningful audience connections.

I’m particularly known for balancing creativity with data-driven insights. Whether it’s developing targeted playlist placements, optimizing artist profiles on digital platforms, or crafting storytelling-driven campaigns, I excel at blending artistry with analytics to create impactful outcomes. A standout example is my work on Western artist campaigns at East Goes Global, where I leveraged platforms like Douyin, Weibo, WeChat Channels, and Bilibili to amplify audience engagement and deliver tangible results.

One project I’m especially proud of is the world tour campaign for singer-songwriter Hayd, focused on breaking into the international market, particularly in China. By combining lifestyle content, cultural storytelling, and innovative marketing strategies, the campaign significantly increased his global following and garnered international media coverage. This project exemplifies my ability to create campaigns that resonate emotionally while achieving commercial success.

What sets me apart is my global perspective, multilingual fluency in English and Chinese, and my ability to seamlessly navigate both creative and business landscapes. My focus on cultural authenticity, paired with a results-oriented mindset, enables me to build meaningful connections between artists and audiences, helping them thrive in an ever-changing industry landscape.

Can you tell us more about what you were like growing up?

Growing up, I was immersed in a classical music background, playing both violin and piano from a young age. This foundation instilled discipline and a deep appreciation for musicality, which became the cornerstone of my creative journey. Later, during my time at Berklee, I expanded my horizons and fell in love with rock music, even forming a band where we performed rock song covers. It was an exciting time that pushed me to explore new genres and collaborative dynamics.

As a songwriter, I naturally gravitated toward pop music, drawn by its universal appeal and emotional storytelling. Writing songs and collaborating with diverse artists became one of my favorite creative outlets. I’ve always been inspired by the exchange of ideas and perspectives that happens during the creative process—it’s a space where magic truly happens.

Outside of music, I’m a huge fan of movies, which I see as another form of storytelling that influences my work. I also enjoy cooking, which has become a personal passion and a way to unwind while experimenting creatively. Whether it’s through music, films, or cuisine, I’ve always found joy in creating and connecting with people through shared experiences.

Contact Info:

• LinkedIn: https://linkedin.com/in/coco-wang-a31489216
• Other: https://open.spotify.com/artist/62LTw2zEIPvvFOvoSzClwO?si=dJTuZEQMTr2JdgA6dg2OtQ

Image Credits

Kecheng (Coco) Wang