J. J. Cheng is a multilingual, multicultural force in the global music industry with over 20 years of experience shaping the careers of iconic artists and amplifying the value of creative works across borders. A Billboard Latin Power Player multiple times, Cheng is widely recognized as a visionary in digital performance rights, metadata-driven monetization, and artist brand strategy.
How It All Began
While studying Spanish Literature at the Monterey Institute of International Studies in Spain, J. J. Cheng walked into one of Madrid’s hottest nightclubs—and walked out energized and transformed. The electrifying energy of that night inspired a life-long mission: to dedicate her career to music and help artists share that kind of euphoria with the world. She had originally envisioned working for the United Nations, but that pivotal moment shifted her focus permanently toward the music industry.
Cheng was born in Taiwan, raised across Brazil, Paraguay, and Santa Barbara, California, and later lived in Spain and Mexico. Her international education and family’s business roots led her to early global experiences, including helping expand her family’s ventures in Mexico City. Upon returning to the U.S., she dove headfirst into music with an internship at Columbia Records, soon followed by tour production work for legendary Argentine rock groups and a stint at EMI Latin (Capitol Records). Her background gave her a unique ability to create environments where innovation flourishes—bridging creativity, commerce, and culture across languages and territories.
Her early role in the Rock en Español tour (Soda Stereo, Los Fabulosos Cadillacs) ignited her lifelong passion for connecting artists to their audiences. This passion, combined with her fluency in Spanish, English, Mandarin, and Taiwanese, became the foundation of a career defined by cultural fluency and business precision.
Capitol EMI Latin: A&R + International Marketing
Moving from Mexico to Los Angeles, Cheng climbed the ranks at Capitol EMI Latin, beginning in A&R and rising to Head of International Marketing. She helped launch or develop projects for global icons including Carlos Vives, Selena, Intocable, Thalía, Enrique Bunbury, Paulina Rubio, Los Tucanes de Tijuana, Luz Casal, Jarabe de Palo and Aleks Syntek. At EMI, she honed her creative vision and repertoire instincts—leading photo shoots, producing music videos, and building culturally tailored campaigns.
This A&R foundation remains invaluable in her current work: advising artists on creative direction, brand strategy, and global positioning.
SESAC Latina: Digital Transformation & Legacy Advocacy
In 2002, Cheng became VP of SESAC Latina, transforming it into the fastest-growing boutique performance rights organization in the U.S. and Latin America. She led its expansion across the Americas and internationally by signing powerhouse talent such as Reik, Nicky Jam, Erika Ender, Fonseca, Draco Rosa, Gente de Zona, Intocable, Enrique Bunbury, Luz Casal, Carlos Baute, Aleks Syntek, Samo of Camila, Jencarlos Canela, Claudia Brant, and PSY.
Under her leadership, SESAC Latina scored more #1 hits than ever before, pioneered digital engagement, and built exclusive partnerships—including the first PRO alliance with Universal Machete Music and viral recognition like the SESAC Latina YouTube Performance Award.
She produced 14 years of SESAC Latina Music Awards gala, led composer education efforts, and advocated for creators’ digital rights in forums across the U.S., Latin America, and Spain.
Marvelous Music & Rights Advocacy
In 2015, Cheng founded Marvelous Music, a boutique agency that bridges artists, rights holders, and brands through global strategy, royalty recovery, and storytelling.
Her recent roles include:
Business Development Consultant for Music Admin
Head of BD Latin America for ONErpm, leading 40+ A&R and marketing professionals
Writer/Publisher Relations at ONE Publishing for LatAm and Iberia
President of TuStreams (distribution and publishing)
Senior Advisor to Exploration, the leading YouTube rights admin company
At Marvelous Music, she currently focuses on:
Global rights recovery & performance royalty audits
IP licensing and metadata services
Creative brand partnerships
Strategic advisory for artist estates, publishers, labels, digital service platforms and cultural organizations
Mission, Leadership & Education
Cheng has dedicated her life to empowering music creators, especially Latin songwriters and independent voices. She’s held influential roles including:
The MLC Latin Music Ambassador
Board Member of the Latin Songwriters Hall of Fame
Advisory Member of the Latin Recording Academy (President’s Council)
Member of AIMP, Women in Music, and California Copyright Conference
She frequently speaks at conferences, industry summits, and graduate programs—offering real-world guidance on global copyright, digital royalties, branding, and innovation.
She holds a B.A. from U.C. Santa Barbara and studied advanced Spanish Literature at Universidad Complutense de Madrid and Middlebury Institute of International Studies
Vision for the Future
J. J. Cheng continues evolving with the industry—redefining what it means to be a global music executive. She believes the next chapter of music rights and creator empowerment lies in technology, cross-cultural collaboration, and education.
A longtime fan of K-pop, Japanese anime, fashion, cacao, and gastronomy, she infuses her global vision with passion and purpose. Her mission is clear: help artists own their narratives, protect their rights, and build sustainable creative futures.