Music Speaker Profile: Theda Sandiford

Written by Rory Burbeck | Thursday, Feb 27, 2014

SXSW 2014 Music Speaker: Theda Sandiford

Very briefly, what do you do and what is your session about?

Im VP Digital Marketing at Republic Records. I lead our digital strategy team handling biz dev, content/mobile/web/application/community development, digital media buying and video promo.

How/why did you get started in the music industry?

I got started in college radio and made my way to commercial radio working in promotion and programming before I leapt to Billboard at the beginning of the digital revolution. When I joined Def Jam a few years later I started out in sales but moved to the New Media department. I have been working in digital marketing 15+ years.

Best thing that’s happened in music in the last year?

Beyonce took EVERYBODY by surprise with her album.

Favorite new app/service/tech development in music?

I love Spotify on my desktop but I am addicted to Beats Music on my Mobile.

What’s the biggest issue facing the music business today? Can it be overcome?

Quickly ramping up streaming revenue to offset the maturing download marketplace. It can be overcome if deep linking to products within an app becomes a reality of some point.

What’s the last live show you saw that floored you?

Imagine Dragons and Kendrick Lemar at the Grammys. The entire Staples Center was on its feet!

Favorite moment/weirdest thing you saw from a past SXSW?

Weirdest SXSW moment, naked graffiti body painting at the Trover party in 2011.

What artist(s) are you most looking forward to seeing perform at SXSW 2014?


Tacos or BBQ?


Hear Theda Sandiford at the Mobile Music Marketing: A How To Guide and Hip Hop’s Culture Of Entrepreneurship sessions at the SXSW 2014 Music Conference!

Photo courtesy of the speaker