Meet Kecheng (coco) Wang

Alright – so today we’ve got the honor of introducing you to Kecheng (coco) Wang. We think you’ll enjoy our conversation, we’ve shared it below.

Kecheng (Coco), we’re so excited for our community to get to know you and learn from your journey and the wisdom you’ve acquired over time. Let’s kick things off with a discussion on self-confidence and self-esteem. How did you develop yours?

Developing my confidence and self-esteem has been an ongoing process, deeply tied to both my personal journey and professional achievements. Growing up, I was fortunate to have a strong foundation in music, thanks to my background in classical piano and violin. This early exposure to performing in front of audiences helped me build a sense of discipline and resilience, which later translated into confidence in my professional life.

However, my true confidence began to solidify during my work in the music industry. When I started at Easy Star Records, BMG, and Primary Wave, I was constantly faced with challenges—whether it was managing large campaigns or collaborating with high-level executives. Each successful project boosted my self-esteem, as I saw the direct impact of my work on the artists I was supporting.

A pivotal moment in my journey came during my role as a Project Manager at East Goes Global. I was entrusted with leading global campaigns for artists like Hayd and Kyle MacLachlan. Developing and executing strategies that had measurable success, especially in international markets like China, taught me to trust my instincts, rely on my skills, and embrace challenges as opportunities for growth.

Confidence, for me, stems from preparation and continuous learning. I always make it a point to stay ahead of trends, develop new strategies, and constantly refine my understanding of branding and audience engagement. These experiences, coupled with my ability to adapt and find creative solutions, have made me confident in my ability to navigate complex situations and lead successful initiatives.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

I’m Kecheng (Coco) Wang, a marketing and branding specialist based in New York, and my work is focused on helping global artists and brands connect with diverse international markets through storytelling and strategic campaigns. I’ve had the privilege of working with some amazing talents across different genres, such as Hayd, ASTN, Richard Marx, and Kyle MacLachlan. My work spans everything from branding and international marketing to digital strategy, and each project is about building a brand identity that resonates with audiences on a deeper level.

What excites me the most about what I do is the ability to merge art with strategy. Branding, to me, is about creating a narrative that connects the artist’s authentic self with the world. One of the most special aspects of my work is the cultural dimension, especially helping artists break into markets like China, where understanding the local culture is crucial. For instance, my campaign for Hayd focused not only on his music but also on his cultural heritage, which really struck a chord with Chinese audiences. Seeing these campaigns succeed and knowing that I helped artists connect with new fans is incredibly rewarding.

Right now, I’m focused on expanding my work into more global markets. I’m working on some exciting collaborations that aim to bridge the gap between Western and Eastern markets, helping both emerging and established artists gain a stronger foothold internationally. Additionally, I’m looking into new ways to leverage digital platforms like TikTok and WeChat to enhance audience engagement and discoverability for artists.

For those who might be curious about my brand, what I want people to know is that it’s built on a foundation of authenticity, creativity, and strategic insight. I believe in the power of storytelling to elevate not just the artist but the brand as a whole, and that’s something I’m deeply passionate about in every project I take on.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, three qualities or skills have been particularly impactful in shaping my journey in the music industry: adaptability, strategic thinking, and cultural empathy.

Adaptability: The music industry, especially on the global stage, is constantly evolving. New platforms, changing audience behaviors, and emerging technologies require you to be flexible. Staying adaptable has allowed me to navigate shifts in the industry, from the rise of streaming platforms to the importance of social media engagement. My advice for those early in their journey is to always be open to learning and experimenting. Technology will continue to transform the industry, so embracing change rather than resisting it is key to staying relevant.

Strategic Thinking: Marketing is more than just creative ideas; it’s about executing those ideas strategically. In my career, particularly during my work with global artists, understanding how to craft and position an artist’s brand in a way that connects with both local and global audiences has been crucial. For someone just starting, I recommend honing your ability to think both creatively and analytically. Learn how to analyze data, understand audience behavior, and make informed decisions that align with long-term goals.

Cultural Empathy: Working with artists who are trying to break into new markets, especially internationally, has taught me the importance of cultural sensitivity and empathy. Each region has its unique dynamics, and being able to understand and respect these differences has been a cornerstone of my success, particularly in campaigns that focus on cross-cultural branding. For those looking to develop this skill, I suggest immersing yourself in different cultures—whether through travel, study, or simply connecting with people from diverse backgrounds. This will give you a broader perspective and help you tailor your approach in a way that resonates globally.

Advice for those starting out: Be curious and proactive. Keep learning, whether it’s through formal education or hands-on experience. Build strong relationships with mentors and colleagues, and always be open to feedback. The more you refine these skills—adaptability, strategic thinking, and cultural empathy—the more prepared you’ll be to navigate the complexities of the industry.

Before we go, maybe you can tell us a bit about your parents and what you feel was the most impactful thing they did for you?

The most impactful thing my parents did for me was instill a strong sense of independence and encourage me to pursue my passions unapologetically. From a young age, they made it clear that I had the freedom to explore my interests, whether in music, art, or business. This empowerment allowed me to make bold decisions, take risks, and trust my instincts as I navigated my career.

They also emphasized the importance of hard work and perseverance. Watching them balance their careers while supporting our family showed me the value of dedication and discipline. That work ethic became the foundation of everything I do professionally, whether it’s managing complex projects, building creative campaigns, or working with global artists.

In many ways, my parents taught me to be fearless in the pursuit of what I love, which has shaped the way I approach both my career and life. They gave me the tools to trust myself, and that’s something I carry with me every day.

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Image Credits

Image Credits:

Kecheng (Coco) Wang

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