SWAY / THE PRACTICE

FIT IS
NOT A
FEELING.

IT IS A SYSTEM.

Market. Audience. Artist truth. Rights. Stakeholders. Commercial objective. Cross-border music works when all six line up.

[WHAT SWAY IS]

SWAY is Eric X.D. Tan's independent practice for cross-border music partnerships. Built on leadership experience at Sony Music, EA and Riot Games, it helps buyers turn cultural opportunity into an executable path from fit to approval.

[THE OPERATING VANTAGE POINT]

THREE SIDES
OF THE TABLE.

Label, publisher and game-company experience shape how SWAY reads both the cultural opportunity and the approval path.

01 / LABELSONY MUSICARTISTS / REPERTOIRE / RIGHTS
→
02 / PUBLISHEREAGAMES / AUDIENCES / MARKETS
→
03 / GAME MUSICRIOT GAMESA&R / PARTNERSHIPS / APAC
→
04 / NOWSWAYFIT / RIGHTS / APPROVAL
01

GAMEPUBLISHERS

  • Player and commercial objective
  • Market-specific music strategy
  • Artist and repertoire fit
  • Rights and approval coordination
02

LABELS +ARTISTS

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

RIGHTSHOLDERS

  • Territory and authority verification
  • Demand-led repertoire pitching
  • Greater China market matching
  • Clearance and mandate coordination
[MARKET SCOPE]

NAME THE
MARKET.

Greater China and Southeast Asia are not interchangeable. Neither are Japan and Korea. Each market has its own platforms, gatekeepers, fan behaviors and cultural signals.

SWAY states where its experience is direct, where a local partner is required and what still needs to be verified before a recommendation becomes a promise.

03 WORLDS

SONY MUSIC / EA / RIOT GAMES

HK BASE

GREATER CHINA / WORLDWIDE

01 PATH

FIT ↔ APPROVAL
[THE THESIS]
“THE BEST CROSS-BORDER WORK IS NOT IMPORTED. IT IS BUILT WITH THE MARKET.”
Bring a live brief ↗