Petrina Convey is the Director of UNITY. Mgmt Group, a boutique artist management and consultancy firm. With over 20 years in marketing and talent management across the music and entertainment industries, she has led groundbreaking campaigns for global artists including Beyoncé, SZA, Khalid, Travis Scott, and more throughout the Asia Pacific region.
A pioneer in cultural marketing, Petrina developed the first Asia Pacific Cultural Marketing Initiative at Sony Music and spearheaded unforgettable campaigns—such as Diplo DJ'ing on the Sydney Harbour Bridge, a world-first spectacle that captured global media attention, Travis Scott’s iconic Astroworld campaign bought to life in Australia, and the launch of Solange’s A Seat at the Table in Sydney. She helped launch careers for artists like The Kid LAROI and Ruel and currently manages New Zealand superstar Stan Walker, and upcoming talent PANIA and SAHXL.
A consultant for Warner Music Australia and member of the Music Australia Council, Petrina is known for her creative strategy, cultural influence, and leadership that bridges global and local talent with authenticity and impact.
