Petrina Convey

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 Doja Cat 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 DJing on the Sydney Harbour Bridge and the launch of Solange’s A Seat at the Table in Sydney. While under her leadership, many global artists interacted with Asian markets for the first time, supported by her hands-on approach, spending significant time traveling in-region to guide strategy and execution.

She helped launch international careers for artists like The Kid LAROI and Ruel, and currently manages New Zealand superstar Stan Walker, and upcoming artists PANIA, and SAHXL. A former consultant for Warner Music Australia leading strategy for acts like Oliver Cronin and Boy Soda, and member of the Music Australia Council, Petrina is known for her creative strategy, cultural fluency, a global perspective and deeply human leadership that bridges global and local talent with authenticity and impact.

UNITY. Mgmt Group
UNITY. Mgmt Group is a boutique artist management and consultancy firm, specialising in connecting global and local talent with authenticity and impact.