EDUCATION AND BACKGROUND
When J.J. Cheng was a college student majoring in Spanish Literature and Business Economics at Monterrey Institute of International studies, she went to one of Madrid’s hottest night clubs and her future career and life were changed. The experience had such an effect on her, she decided to dedicate her studies and career to music in order to bring the electrifying feeling she has to talents internationally. It was a huge change from her original plans to be working for the UN but her passion led to the birth of a career filled with accomplishments and groundbreaking changes in the industry.
J.J. Cheng was born in Taiwan, grew up in Brazil, Paraguay, and Santa Barbara, California. After she studied abroad in Spain, she lived in Mexico City briefly where she worked on the expansion of her family’s international business enterprises. When she came back to the States, she was energized to find opportunities in music while finishing her education. She earned an internship with Columbia Records later leading her to work in tour productions for legendary Argentinean rock groups, her stint with EMI Latin at Capitol Records, and her work in the creative world of songwriters and publishers as Vice President of SESAC Latina. Through her various experiences in the industry she is well known for her knowledge on how to create an environment where innovation flourishes. Her rich cultural background and her being fluent in Spanish, English, Mandarin Chinese, and Taiwanese helps her bridge culture flawlessly with her knowledge of international music business. When she worked on a tour early in her career called Rock en Español with legends Soda Stereo and Los Fabulosos Cadillacs, it helped her appreciate the fervor and enthusiasm inherent in artists' interactions with fans and gave her the passion she needed to create success in the business.
She moved from Mexico to Los Angeles and worked her way up at Capitol EMI Latin starting out in A&R then rising to heading International Marketing. At EMI she was responsible on projects by legends such as Intocable, Carlos Vives, Thalia, Los Tucanes de Tijuana, Paulina Rubio, Aleks Syntek, Enrique Bunbury, Luz Casal and Selena. Her A&R role at EMI built her expertise in repertoire selection and placement, music video concepts, video productions and photo productions.
SESAC SUCCESS
J. J. Cheng joined SESAC’s Latin division in 2002, swiftly transforming it into the fastest growing and most prominent boutique option for singer-songwriters and publishers in the public performance organization. Its status as the fastest growing PRO continued for nearly fourteen years when J.J. Cheng was the head of the latin division and signed more A-list singer-songwriters during that time. These artists include Draco Rosa, Reik, Fonseca, Erika Ender, Ricky Muñoz of Intocable, Luciano Luna, Calibre 50, Enrique Bunbury, Jencarlos Canela, Carlos Baute, Aleks Syntek, Luz Casal, Gaby Moreno, Rafa Arcaute, Rayito, PSY, and most recently in 2015 urban superstars Nicky Jam and Gente De Zona. During Cheng’s tenure with SESAC, she helped award winning artists move to the forefront of industry trends in streaming and digital distribution. She grew SESAC Latina to having the most #1 hit songs in the thirty year history of SESAC Latina. She implemented her vision of helping composers become comprehensively prepared to secure their copyrights and for their intellectual property’s public performing rights to be respected in every medium.
Billboard magazine honored J. J. Cheng in its annual Latin Power Players list in 2010 and 2011 and 2015 due to her accomplishments as Vice President of SESAC Latina and developing outstanding artists. Billboard wrote “The adjective that most frequently crops up next to J. J. Cheng's name is 'passionate.' For SESAC Latina, she's a tireless advocate of her roster of writers.” They continued, "Cheng devotes time and energy in nurturing them and bringing possibilities to the table, including pitching songs to recording artists.” Cheng has grown SESAC's roster of affiliated successful writers exponentially. They highlighted her leadership, passion and success at making SESAC one of the premier performing-rights organizations in the United States and Puerto Rico. Over a fourteen year period, she produced the annual SESAC Latina Music Awards, whose recent 2015 gala was its most successful ever. The organization celebrated a record setting 14 Billboard #1 hits over the past year.
Cheng is a pioneer in embracing digital technology in the Latin market. She made sure that SESAC and its Latin composers were well represented at both music industry and technology gatherings hosted by Billboard, Exploration, Hispanicize, Sime MIA, Miami Music Summit, Monitor Latino, Puerto Rico Broadcasters Association and others. Under her direction, SESAC Latina became the first performing rights society partner of Universal Machete Music for the inaugural Machete Tour in 2010. This led to SESAC Latina’s exclusive partnerships with Universal Latin in co-hosting two of the industry’s hottest tickets; the Billboard Latin Music Awards After Party and the Latin Grammy After Party. She is responsible for the creation of the SESAC Latina YouTube Music Performance Award whose inaugural trophy in 2013 went to the K-Pop superstar PSY for “Gangnam Style.” PSY has the most viewed video in the history of YouTube with over 2.45 billion views. In its third annual edition, the 2015 recipients were J Balvin and Nicky Jam and consequently to Luis Fonsi and Daddy Yankee’s “Despacito” over 8.4 billion+ views, co-written by Erika Ender.
Her leadership extends to many aspects of the music business. She has taken the lead in branding initiatives by forming partnerships with record labels, music conventions, conferences, leveraging publicity and publications to promote talent. Her A&R background has allowed her to facilitate and join collaborative efforts between songwriters, artists and producers. Composers have turned to her for placement on songs that soar to the top of the charts. J. J. Cheng explains, “The real reason I’m entering digital music ventures is that in our sector, the vast majority of Latin music creators are in need of education and innovation about managing digital music effectively.” Now the acclaimed executive J. J. Cheng, is preparing for what will be a giant step in the evolution of digital platforms and innovative, effective digital music management. She is convinced that her next project will represent both the present and long-term future of intellectual property and performing rights of artists around the world. She said it perfectly in her Billboard interview in 2011, “Everyone who wants to survive and stay current in this business should try to grow and learn as much as they can about all sides of this ever-evolving business.”
MARVELOUS MUSIC
Evolving with the industry successfully is an almost impossible feat for most executives, however J. J. Cheng is not only evolving but possibly changing the music industry along with her direction. In 2015, J. J. Cheng, the founder of Marvelous Music, is a Billboard “Latin Power Player,” and “Most Influential Woman in Music Rights” honoree, a consummate global leader in performance and digital rights, and a creative visionary promoting digital technology for the Latin market. Her recent Marvelous Music projects include her tenure as Head of Business Development Mexico and Latin America for ONErpm, leading the digital distribution company’s 40+ member Mexico A&R and Marketing team, directing A&R for Latin America and Iberia, facilitating the signing of Carlos Baute, and acting as Head of Writer/Publisher Relations for ONE Publishing LatAm and Iberia.
She advised the executive management team of Exploration is the leading exclusive digital rights media management services for YouTube representing artists, music publishers, record labels, and multi-media companies, as she was instrumental in expanding Exploration’s influence and out reach in the Latin music industry.
She also directed operations as President of TuStreams, a digital music distribution and publishing company.
MISSION AND VISION
Marvelous Music Group now continues J. J.’s mission of bridging Latin hitmakers within the mainstream market. While J. J. continues to grow this endeavor, she also continues with the goal to align with people and companies who have the same entrepreneurial drive and vision that she exemplifies - with the goal of signing world-class artists, expanding their careers, and continuing to define the future of the Latin music industry growth.
J. J. Cheng, an innovative executive, who is fluent in English, Spanish, Mandarin Chinese, and Taiwanese, is a dedicated advocate for music creators. Her affiliations have included service as a board member of the Latin Songwriters Hall of Fame, the MLC Ambassador for the Latin Music Creators, the Association of Independent Music Publishers (AIMP), California Copyright Conference (CCC), Women in Music, She is the Music, and both a member of the advisory committees and the President’s Council of the Latin Recording Academy.