Spotify Executive Sulinna Ong Joins U2 Management Team

Sulinna Ong, who previously served as Spotify’s global head of editorial and curation, is transitioning into artist management. The veteran executive has officially joined the management team for U2, where she will serve as a partner alongside industry heavyweights Irving and Jeffrey Azoff. This move marks a significant career shift for Ong, who spent seven years at the streaming giant, playing a pivotal role in shaping how music is discovered and curated on the platform.

U2’s members expressed strong enthusiasm for the appointment, citing Ong’s unique ability to bridge the gap between artistic vision and audience engagement. Her tenure at Spotify, particularly her leadership in editorial since 2021, provided her with a deep understanding of modern music consumption and cultural trends. By bringing her into the fold, the band is clearly looking to leverage her expertise in digital strategy and audience development as they navigate the next phase of their storied career.

This appointment highlights a growing trend of high-level streaming executives moving into artist-facing roles. As U2 continues to push boundaries—evidenced by their recent high-tech residency at the Las Vegas Sphere—Ong’s background in data-driven curation and platform strategy could prove invaluable. Her transition suggests that the band is prioritizing a sophisticated, tech-forward approach to their future projects, ensuring they remain culturally relevant in an increasingly fragmented digital landscape.