On this episode, we chat with former Sony Music Nashville VP of Digital Strategy Ed Rivadavia. Ed is originally from São Paulo, Brazil, but he spent much of his early years in Europe and the United States, learning three languages, other than Portuguese, along the way. Most recently a VP of Digital Strategy at Sony Music Nashville, where he worked with some of the biggest names in Country, Ed has always been — and still is — a metalhead at heart. What’s particularly interesting about Ed’s career is how you can trace the trajectory of the role of marketing in the music industry from radio promotion or “old media” marketing in the ‘90s, to trying to get a handle on ways to use the internet, or “new media,” in the early 2000s, and then to settling in to what we now know as digital marketing and digital strategy in the 2010s. Ed’s global and multi-genre experience imbues his perspective on digital trends in the music industry with nuance and prescience.

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