The Orchard is happy to announce that Magic Star is joining the company as the official global division of children and family entertainment. Under the new partnership, Magic Star’s roster of children’s brands will have access to The Orchard’s full suite of artist and label services and global distribution network.
Originally launched in 2019 by Sony Music Entertainment UK, Magic Star developed music and strategy for celebrated family brands L.O.L. Surprise!, The Rainbow Collections, YolanDa Brown, and more. Will Speer will spearhead the new division as Managing Director, reporting to Prashant Bahadur, Executive Vice President and Head of Strategy at The Orchard.
“We are thrilled that Magic Star has joined The Orchard. Our expertise in the kids and family music space coupled with the existing global infrastructure and leading technology of The Orchard will lend itself to how we work with our artists and brands. We are looking forward to working with the labels currently within The Orchard as well as developing new partnerships.”
– Will Speer, Managing Director, Magic Star
Magic Star has amassed vast knowledge of the family content marketplace. The brand’s approach to music release strategies lies within the four pillars of discovery when it comes to kids: educational, digital, social, and cultural.
“The Magic Star team has helped build timeless children’s brands that resonate with audiences. With the new division under The Orchard, we will continue to build upon the ideas of education, culture, and digital and social tools to reach children and families on a global scale.”
– Prashant Bahadur EVP, Head of Strategy, The Orchard
“Kids and family audio consumption grew tremendously during the pandemic,” says Speer. “Magic Star understands that the streaming behavior of children is very different from that of adults. We have a deep knowledge of how families spend their time as well as how, when, and why they interact with audio content.”
