Sulinna Ong Leaves Spotify to Join U2 Management

The New Playbook for Music Legends: Why Legacy Acts are Hiring Streaming Insiders

The music industry is witnessing a fascinating power shift. When Sulinna Ong, the former global head of editorial and curation at Spotify, makes the jump to U2’s management team, it isn’t just a high-profile hire—it’s a signal. It tells us that the bridge between “the platform” and “the artist” is becoming the most valuable piece of real estate in the business.

For decades, legacy acts relied on the “gatekeeper” model: a powerhouse manager, a major label, and a radio plugger. But in an era where a single placement on a “Here’s” playlist can trigger a global resurgence, the gatekeepers have changed. The new gatekeepers are the curators and the architects of the algorithm.

The Shift from Algorithmic Reach to Editorial Influence

We’ve spent the last five years obsessed with “hacking the algorithm.” Every artist from bedroom producers to stadium fillers has tried to figure out how to trigger the Spotify “Discover Weekly” or “Release Radar” engines. However, the industry is reaching a saturation point where AI-driven discovery feels sterile.

The trend is now swinging back toward curation. Curation is about taste, context, and storytelling—things an AI cannot authentically replicate. By bringing in a curation expert, legacy acts like U2 are looking to move beyond being “suggested” to listeners and instead become “essential” listening again.

Why ‘Taste’ is the New Currency

In a world of infinite content, the value of a recommendation increases. When a curator understands how to place a 30-year-old track alongside a modern hit in a way that feels organic, they aren’t just managing a catalogue; they are managing a cultural legacy. This is the “finesse” that modern management teams are now prioritizing over traditional PR.

For more on how this affects emerging artists, check out our guide on optimizing your streaming profiles.

The “Sphere” Effect: Redefining the Live Experience

U2’s recent residency at the Sphere in Las Vegas wasn’t just a series of concerts; it was a proof-of-concept for the future of live music. The integration of high-tech visuals with a legacy catalogue proves that older bands can lead the charge in innovation rather than just following it.

We are entering the era of Experiential Music. The trend is moving away from the standard “stage and lights” setup toward immersive environments. We’ve already seen this with ABBA Voyage, where digital avatars replaced the physical performers.

Data-Driven Legacy Management

The marriage of a streaming executive and a legendary band suggests a move toward hyper-targeted legacy management. Imagine a world where a band doesn’t just announce a tour, but uses precise editorial data to see exactly which cities are currently experiencing a spike in “deep cut” listens.

This allows for “surgical” touring and merchandise drops. Instead of a generic world tour, artists can create bespoke experiences based on the specific listening habits of their modern fanbase. This transition from “broadcasting” to “narrowcasting” is where the next decade of music revenue will be found.

Key Trends to Watch:

• catalogue Re-imagining: Legacy artists releasing “curated” versions of their albums to fit modern listening habits.
• Platform Partnerships: Direct collaborations between artists and streaming platforms to create branded “hubs” of content.
• Hybrid Management: Management teams that consist of a mix of traditional business agents and digital growth hackers.

Frequently Asked Questions

Why is it important for legacy bands to hire from streaming platforms?
Streaming platforms hold the data and the distribution keys. Having an insider allows artists to understand how to position their music for new generations of listeners without losing their core identity.

Is human curation still relevant in the age of AI?
Yes. While AI is great for efficiency, human curation provides the cultural context and “cool factor” that drives true fan engagement and emotional connection.

How does the “Sphere” model change the music industry?
It shifts the focus from the performer to the experience, opening up new revenue streams in tech partnerships and high-ticket immersive residencies.