Following the music: The graduate helping artists get paid
A music executive who took a non-traditional route into higher education is now helping ensure artists around the world are being fairly paid for the use of their recordings.
BNU alumnus Sunny Winter, who studied Music Management eleven years ago, is now a Society Relations Manager within Kollective Neighbouring Rights. For him, the path into the global music industry was shaped by an early passion for playing and promoting live music, a career change following redundancy, and a fortuitous decision to return to education later than most of his peers…
Raised in Norfolk, Sunny started his working life as an architectural technician – but music was always pulling him in a different direction. Alongside his day job, Sunny poured his heart – and salary – into promoting local gigs, supporting bands and performing with his own band.
“I basically used to spend all my salary putting on gigs and touring with friends,” he says. “Music was always my passion, but I wasn’t sure if I could do it full time.”
When he was made redundant, Sunny faced a choice: try to break into the music industry independently in London, or step back into education. Rather than moving into London’s deeply competitive music industry, Sunny chose, after a friend’s recommendation, to study Music Management at BNU, a decision that allowed him to combine academic learning with his existing industry experience.
Crediting BNU as the place that gave him the structure and confidence to turn his passion into a sustainable career in music, Sunny says: “When I was studying architectural design, I worked really hard but really struggled. It didn't come naturally to me, whereas music does. And BNU was the best decision I could have made. It cemented that music was what I really wanted to pursue.
“Going to university that bit later in life made a huge difference as I knew why I was there and what I wanted from it. And the critical thinking skills I developed then have been invaluable, not just in my career, but have been an absolute gift my entire life.”
During his time at BNU, Sunny was able to draw on his experience in live music and concert promotion in classroom discussions, connecting real life with theory. He credits lecturers with bringing real industry experience into teaching, helping him build a clearer understanding of the wider music business.
A key moment came during his first year, when he secured an internship at a music publishing company. What started as a placement quickly turned into paid work, setting him on a path into music rights and licensing. “That first internship completely shaped my career path,” he said. “A degree is important, but it’s not enough on its own, you need to show real engagement with the industry.”
After graduating, Sunny joined Phoenix Music International, working in neighbouring rights on the recorded music side of the industry. Six years ago, he moved to Kobalt Neighbouring Rights before they were acquired by Sony Music Entertainment in 2021, becoming Kollective Neighbouring Rights, where he has worked ever since.
Today, Sunny manages society relationships across worldwide territories, for artists including Tom Grennan, Red Hot Chili Peppers, Tame Impala, Calvin Harris, Ashnikko, Sia and Aerosmith. His work – which Sunny says involves ‘juggling a lot of emails’ - ensures that recordings are properly registered, and royalties are correctly distributed to artists and rights holders. It’s a role that combines data, law, negotiation and relationship management, and one that requires constant problem-solving across international systems.
“My job is to make sure artists are paid properly when their music is used around the world. The harder I work, the more our clients earn and that’s what motivates me. I'm very passionate about musicians and artists, especially in the current climate where it's harder to make a living and harder to sustain a career. I know that my work means they can earn money, which means they can record more, or help to sustain their careers.”
Sunny keeps in touch with BNU, returning to guest lecture and support students where he can. “I feel privileged to work in music,” he says. “If I can help others find their way into the industry, I want to do that.”
For him, the appeal of the industry he has built his life around hasn’t changed, and he believes that while competition continues to grow, there are also more opportunities than ever for connection.
“Artists are building their own fanbases and connecting with people more directly than ever. There are challenges, like tech, AI, and oversaturation, but there are also real opportunities.
“Music brings people together, and that’s something the world will always need.”
