Ged Doherty CEO of SonyBMG in the UK has issued a new corporate marketing strategy. He said said the company “has made it obligatory for all senior staff at both Columbia Records and RCA Records to start blogging actively”. According to the Register CEO Ged has made it clear that staff are expected to blog and participate in the community. He sees it as part of people’s jobs.”

SonyBMG A&R staff will actively take part in two new communities, Columbia Demos and RCA Demos.

Why Blog? How did they come to this conclusion?

Because consultants trumpeted it as a way of cutting out the PR and media and presenting a more “authentic” voice of the corporation. Oh, I have seen this before. Basically an ‘outside’ consultant company who is paid by SonyBMG thought of this bright idea probably because they ran out of ideas. What about the people who can’t blog? I would personally encourage the entire staff including the janitor to be watchful for up and coming talent which is key for the growth of a major music company.