Craig May

Background

About Craig May

I'm a passionate and accomplished music industry leader with 25+ years of global experience driving artist development, marketing strategy, and business growth. I've held senior executive roles across major and independent music companies, delivering campaigns that have resulted in multiple #1 singles and albums, Gold, Platinum, and Multi-Platinum certifications, and numerous industry awards. My expertise spans integrated marketing, brand development, media relations, digital innovation, and commercial strategy—all underpinned by a P&L-focused approach. I'm also experienced in leading strategic reviews and driving organizational transformation to support growth and scalability. Since relocating from Australia to the UK in 2014, I’ve held leadership roles at Kartel Music Services (GM), Red Bull Records (Director, International Marketing), Ditto Music (Global Head of Artist & Label Services), FUGA (SVP - Global Marketing Services) with whom I relocated to Amsterdam with in 2023, and I currently hold the position of SVP - Artist & Fan Development at CD Baby. Earlier in my career, I was GM of Shock Records—which was Australia’s largest independent music distributor—and served on the board of the Australian Independent Record Labels Association (AIR). I’ve also held senior roles at Dew Process, Sony Music, and EMI. I hold a Commerce degree (Accounting & Finance major, Marketing minor) from the University of Melbourne, and a qualification in Audio Engineering from the SAE Institute. KEY STRENGTHS: • Extensive global music industry experience with a focus on artist development, fan engagement, commercial performance, and operational efficiency • Strong financial and analytical acumen to drive P&L accountability and ROI • Proven success in developing and executing global strategic plans • Excellent communicator with a talent for aligning stakeholders and translating complex strategies into action • Skilled in cross-functional leadership and international team management • Deep knowledge of digital platforms, marketing tech, and innovation in entertainment media