Board Member
Cassandra Gracey is an unparalleled music business powerhouse. In the 25 years Cassandra has been in the industry, she has achieved global commercial success with artists and brand partnerships, as well as established herself as a female leader and inspiration for those starting their careers.
Cassandra joined Sony Music UK in October 2017 as President of 4th Floor Creative, the labels in-house creative & strategy hub. She is responsible for overseeing all of the creative disciplines – comprising of Brands, Sync, Insight, Creative and Digital – across the business. Working with Sony Music’s iconic labels, the pioneering division was launched to offer artists an all-encompassing perspective and help accomplish their creative visions. Throughout her leadership at 4th Floor Creative, Cassandra has overseen many innovative and commercially successful projects, including Little Mix’ ‘LM5: The Tour’ film, George Ezra’s ‘Gold Rush Kid’ Concert in Roblox, JD Sports x Central Cee’s partnership with JD Forever, Tom Grennan’s Gillette collaboration, video commissioning for artists such as Calvin Harris, Mark Ronson, JADE, Joy Crookes, Myles Smith, and a host of other award-winning projects.
Prior to moving over to Sony UK, Cassandra excelled in management, and helped artists including Ellie Goulding, Rita Ora, Iggy Azalea and Sugababes achieve international success. At the very start of her career, artists were following Cassandra from Melbourne to London, including globally successful DJ duo Nervo, and Gabriella Cilmi, who won seven ARIA Awards and had global success with multi-million selling hit ‘Sweet About Me’. More recently, alongside her director brother Michael Gracey, Cassandra played an integral part in delivering Hugh Jackman’s renowned BRITs opening performance of ‘The Greatest Show’, from critically acclaimed blockbuster ‘The Greatest Showman’.
Beyond her exceptional business achievements, Cassandra frequently joins panel discussions and is on the board for various charitable initiatives. She participates in regular mentoring and is passionate about granting access to the music industry, particularly for those with barriers to entry. Cassandra spearheaded Sony Music UK’s 4th Floor Academy, with the premise to provide equal opportunity within the music industry to talented and diverse young people, who too often struggle to get a foot in the door. Across three different intakes of the programme, the Academy provided 15 individuals 6-month placements within 4th Floor Creative, with most candidates securing subsequent positions within the Creative Industries. Most recently, Cassandra has been integral to Digital Catapult’s Black Founders Programme – an initiative that receives wide ranging support from Sony Music – and aims to fast-track promising Black founded startups over a 13-week programme of activities to increase their investment readiness level.
