Cassandra Gracey is the president of the Fourth Floor Creative Group at Sony Music. Formed in 2018, the in-house team brings together creatives from sectors including branding, digital and design. Before joining Sony, Cassandra worked for over 15 years at First Access Entertainment with artists such as Rita Ora and Ellie Goulding. In this in-depth conversation, she explains how increasing demand for photos with celebrities for social media can invade artists’ privacy, discusses how brand partnerships such as Paloma Faith and Skoda can help to diversify income and define audiences, and compares her relationship with clients as a friendship that requires advice, strategy, and “everyone marching to the same beat”.
