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The Orchard Launches its Ad Sales Division Providing Brands and Advertisers Direct Access to its Global Video Network

Oct 06, 2021

Leading global music distributor The Orchard, a subsidiary of Sony Music Entertainment, announced today details around its new Ad Sales division, which will work to connect brands and advertisers to larger audiences through utilizing The Orchard’s extensive YouTube portfolio. Eric Tjahyadi has joined the company as Vice President, Ad Sales, to lead the new department, and will report to Mathew Reiffe, The Orchard’s Senior Vice President, Global Business and Partner Development.

Prior to joining The Orchard’s newly created ad sales division, Tjahyadi led west coast sales at BroadbandTV and spent nine years at NBCUniversal as a multi-platform digital specialist, where he was a part of NBCUniversal’s TV Everywhere initiative and first splash into YouTube & Snap original programming.

The Orchard owns and operates the third largest music video portfolio on YouTube, and represents artists and channels across all genres. Included in the network are artists like Bad Bunny, Ozuna, Duki, Nio Garcia, Yandel, Anuel AA, Alan Walker, and leading entertainment companies such as Vietnamese-based Thuy Nga and top children’s network The Kiboomers. The Orchard has the top Spanish Language and Regional Mexican Music portfolios on YouTube, as well as the leading Portuguese Music portfolio in the US, led by the Brazilian powerhouse KondZilla. Comscore data highlights The Orchard as over-indexing in key multicultural categories, including bilingual audiences, LatinX audiences, and Black/African American audiences. 

The Orchard’s newly launched division has already generated successful campaigns with brands like Toyota, Universal Pictures, Jack in the Box & Wells Fargo. The Orchard has enabled these brands to reach valuable and highly sought after multicultural audiences in the US.

“In light of increasing demand for premium multicultural content in the ad marketplace, I am proud to represent The Orchard’s diverse portfolio of global music artists that exemplifies quality, engagement, and cultural resonance,” said Eric Tjahyadi, VP, Ad Sales, The Orchard.  “Multiculturalism is at the core of every marketer’s conversation today and it has never been a more important time to be a part of this movement.”

“With a global portfolio of highly sought after premium music video content, we’re able to offer advertisers the ability to reach segments of consumers at a scale that others are unable to.” said Prashant Bahadur, EVP, Head of Strategy, The Orchard. “The early momentum we’ve had so far in the current ad marketplace only proves that the demand for multicultural and globally influenced premium content has never been more in demand and we are open for business.”

For more information on The Orchard’s Ad Sales offering please click here.

About The Orchard
The Orchard is a leading music distribution company operating in 45 offices worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit