Sony Music UK launched its children’s label Magic Star last year, and has since been steadily building a roster of music for kids, not to mention an Alexa skill to get them to wash their hands properly.
Its latest signing is a child himself… just not a real one. Oscar is an animated character created by retailer Smyths Toys back in 2016 for its advertising campaigns, including a commercial that saw him remaking Beyoncé’s ‘If I Were a Boy’ as ‘If I Were a Toy’.
Now Oscar has a record deal with Magic Star, and will be releasing his debut album through the label. Magic Star boss Will Speer will be speaking at next week’s ‘New Kids on the Block’ online event from the BPI and ERA, in partnership with Kids Insights and Music Ally, so we may hear more about the plans for Oscar then.
Spotify Kids business lead Sofia Hansson, Roblox head of music Jon Vlassopulos – yes, Roblox has a head of music, which is very interesting – and TikTok music content and partnerships manager Anna Gruszka will also be speaking at the 23 July event, for which you can register here.