Reporting to Sandy Monteiro, president at Universal Music Southeast Asia, veteran music executive Cheong joined Universal Music in 2007 as general manager.
He started his career at PolyGram, which was subsequently amalgamated into Universal Music, as label chief in 1993. After his departure in 1996, Cheong spent 11 years at EMI.
“This is an exciting phase in the music industry as it continues to be redefined and driven from an entirely new set of perspectives,” Cheong said. “The key to career longevity starts with commitment and passion - and a strong will to survive and succeed.”
He added that one of his chief priorities is to develop and build a strong domestic catalogue. He is also keen on heightening the digital thrust with exclusive deals with telcos, online portals, and supporting new digital platforms like Wowloud and iTunes.
Digital music sales currently account for almost 50 per cent Universal Music’s total annual sales.
“The job is surely more challenging now than when I first started. What makes it really exciting is that we are rewriting the rules of music marketing, and it's giving us a chance to reach out much farther,” Cheong added.
Universal Music Malaysia is home to artists such as Justin Bieber, Taylor Swift, No Doubt, U2, Sting The Rolling Stones, Lady Gaga, Rihanna, Maroon 5 and Madonna. Malaysia's Alleycats remains one of its longest serving artists.
Cheong serves as a council member of the Recording Industry Association of Malaysia (RlM) and sits on the board of its non-profit subsidiary Public Performance Malaysia (PPM).
