ASIA IS NOT ONE MARKETHONG KONG + WORLDWIDE

CULTUREDOESN'T TRANSLATE.IT MOVES.

SWAY turns cross-border music opportunities into approved, rights-aware partnerships for game publishers, labels, artists and rights holders.

See how SWAY works ↓
GAME PUBLISHERS ✦ LABELS ✦ ARTISTS ✦ RIGHTS HOLDERS ✦GREATER CHINA ✦ GAME × MUSIC ✦ CROSS-BORDER A&R ✦GAME PUBLISHERS ✦ LABELS ✦ ARTISTS ✦ RIGHTS HOLDERS ✦GREATER CHINA ✦ GAME × MUSIC ✦ CROSS-BORDER A&R ✦
[THREE BUYER PATHS]

ONE OPERATING
SYSTEM.

Start with the buyer's objective. Then define the market, artist, rights path, decision process and measure of success.

01

GAMEPUBLISHERS

Turn music into a measurable part of player growth, LiveOps, world-building and community.

  • Commercial objective + market diagnosis
  • Artist, repertoire + audience fit
  • Rights path + partnership architecture
  • Pilot design + success measures
02

LABELS +ARTISTS

Originate game partnerships, strengthen repertoire and move artists across markets with intent.

  • Gaming-partnership origination
  • Cross-border A&R + song sourcing
  • Collaborator + platform strategy
  • Opportunity progression + alignment
03

RIGHTSHOLDERS

Build a demand-led Greater China route with verified authority, clear territories and local fit.

  • Rights + territorial verification
  • Demand-led repertoire pitching
  • Local artist + adaptation matching
  • Clearance + mandate coordination
[MARKET DISCIPLINE]

Greater China and Southeast Asia have distinct music, platform and fandom ecosystems. SWAY names the market, the depth of capability and the partner route before recommending a playbook.

[SELECTED EXPERIENCE / 2022 TO 2024]

PROOF BEFORE
PROMISES.

Across six Riot Games projects Eric helped shape through APAC music strategy, A&R and artist partnerships.

440M+Spotify streams
75M+YouTube views

Platform counts checked 14 Sep 2026. Spotify totals the matching masters; YouTube totals six featured official uploads. Reach is shown as project context, not sole-attribution performance.

[PROJECT CASES + INDEPENDENT ANALYSIS]

A ROLE.
NOT JUST A LOGO.

Two examples from Eric's work inside Riot Games, plus one independently analysed campaign. Each page distinguishes direct contribution, observation and the wider team outcome.

READ CASE ↗
01
Jackson WangFIRE TO THE FUSE
LEAGUE OF LEGENDS / WORLDS 20222022

MAKING A GLOBAL STAGE FEEL GLOBAL.

READ CASE ↗
02
XGUNDEFEATED
VALORANT / VCT PACIFIC2024

START WITH THE SONG, THEN CAST.

READ ANALYSIS ↗
03
G.E.M. (鄧紫棋)SACRIFICE
LEAGUE OF LEGENDS / WORLDS 20252025

TURN A TOURNAMENT ANTHEM INTO INSTITUTIONAL MEMORY.

See selected work and credits↗
[THE OPERATING MODEL]

FROM CULTURAL FIT
TO COMMERCIAL
APPROVAL.

01 / DEFINE

THE
JOB

Choose one business objective, market, audience and decision owner before sourcing begins.

02 / MATCH

THE
FIT

Evaluate artist truth, fan behavior, game or repertoire context and market-specific relevance.

03 / CLEAR

THE
PATH

Verify access, rights, territory, approvals and the commercial route without overstating authority.

04 / MOVE

THE
WORK

Align stakeholders, shape the pilot and progress the opportunity toward an executable decision.

[LATEST POINT OF VIEW]3 min read
SWAY editorial concept showing Persona 5 and Wuthering Waves character illustrations above an imagined concert stage, with reported Singapore venue capacity and sellout figures. Not a joint event or official concert photograph.VIEW THE VISUAL ANALYSIS ↗

THE WEST’S BLIND SPOT HAS A SOUNDTRACK.

Persona 5’s big-band tour and Wuthering Waves’ Singapore concert reveal an overlooked game-music opportunity in Southeast Asia. What publishers, labels and artists should investigate.

Read the analysis ↗
BUILT ACROSS
SONY / EA / RIOT

THE BEST CROSS-BORDER WORK IS NOT IMPORTED. IT IS BUILT WITH THE MARKET.

ERIC TAN / INDEPENDENT A&R / PARTNERSHIPS / CULTURAL STRATEGYSee the practice ↗