Petrina Convey is the Vice President of Urban Music for Sony Music Entertainment, working across the Asia Pacific region. Petrina began her career in music retail and radio, before starting her own PR firm Xposed Media with a friend 12 years ago, where she worked on a huge variety of tours and artist projects from Kendrick Lamar, through to Ty Dolla $ign, D’Angelo, Wu-Tang Clan, J. Cole, Eminem and many more, bringing a boutique approach to the projects.
With the global expansion of Urban Music, Petrina moved from a consultancy role into a full-time one 18 months ago with Sony Music Australia. She works on an incredible and diverse range of artists across the EPIC, Columbia, RCA and The Orchard labels through the Asia Pacific Region. Petrina oversees the label marketing, promotion, publicity and career strategy of artists including Travis Scott, DJ Khaled, SZA, Brockhampton, Future, Solange, French Montana, A$AP Rocky, Khalid, Joey Bada$$, Bryson Tiller, Tyler, The Creator, WizKid, 21 Savage, J Hus and many more.
Petrina enjoys development and helping artists reach their dreams and full potential. She also loves bringing different people and cultures together to create beautiful cultural moments that not only travel, but expand the artist’s fanbase across the Asia Pacific region.