As part of our Horizon Future Leaders series of interviews, we are connecting with the music industry’s next generation of leaders to gather candid advice and insights into their career journeys.
Ben Binner is Senior Director Of Commercial Development And Strategy at Sun Label Group - the label group behind the legendary Sun Records, Gaither Music and Green Hill Records catalogues, home to Elvis Presley’s first recordings, Johnny Cash, Jerry Lee Lewis, and the birth of rock n roll.
Which essentially means his job is to squeeze every bit of value out of that historic catalogue while hunting for new revenue streams that nobody’s thought of yet.
What’s interesting about how he got there is that he’s never stopped treating the industry like something he needs to actively learn about rather than something he already knows. He made it a point to build genuine relationships with everyone, not just the people with impressive titles, but anyone he worked with. That network has mattered more than almost anything else.
His advice is direct. He wishes someone had told him earlier that understanding the business from multiple angles - marketing, distribution, rights, how audiences actually engage with music - is what makes you valuable. Early on, it’s tempting to stay in your lane and get really good at one thing. But the more you understand how everything connects, the more doors open.
And here’s the other part people don’t talk about enough: as you pick up new skills and share them with your team, people notice. You’ll either earn trust and move up where you are, or one of those relationships you’ve been building will reach out because they know you’re the right person for what they’re trying to do.
Read the full Q&A with Ben below 👇
What’s your current role in the music industry?
My current role is Senior Director Of Commercial Development And Strategy at Sun Label Group.
What does your general day-to-day look like?
Each day is very different, but the theme is always the same: maximise our revenue through our catalogue while also finding new and sometimes creative ways to expand into new areas.
What steps did you take early in your career to gain experience and build skills to get you where you are now?
I built relationships with everyone I met in the industry. No matter their title, company, level of experience, etc, I always tried to make it a point to create a personal relationship with those I was working with.
As for skills, I’m always trying to improve. I’ve never stopped asking questions, and I’m constantly researching on my own. Always learning.
What opportunities did you explore early on that were particularly valuable?
I looked for opportunities that gave me a wide-angle view of the industry. This gave me exposure to many different facets, companies and people in the industry. This opportunity happened to be in management. It taught me that you need to be your biggest advocate and you sometimes need to pave your own way.
Has the opportunity landscape changed since then?
I truly believe that in this ever-evolving industry, when some opportunities sunset, there are always new ones on the horizon that take their place. It’s the nature of the business.
Are there any specific internships, projects, or initiatives that you would recommend to newcomers looking to pursue a similar role?
Because the role I am in now is pretty broad, I truly don’t think it matters where you start. It’s all about continuing to learn - many times on your own - and continuing to make connections with those around you.
As you pick up new skills and ideas and share those with your team, people start to take note. You’ll either gain trust within your current company and have an opportunity to move up within, or one of these great relationships you’ve been fostering will come calling for you because they know you’re the right person for their team.
What advice do you have for building and leveraging a professional network in the music industry?
You need to build genuine relationships with people if you want to do that. If you haven’t spent time getting to know people or showing them how you can help, you won’t have much leverage when that time comes.
How has the evolving digital landscape impacted your role, and where do you focus to stay ahead?
What it means for me is that I’m constantly on my toes and that I can never stop learning. No day can be the same because something is always changing; something is always shifting. There’s a ton of noise out there, so it’s about paying attention to what’s truly making an impact.
What trends or changes do you see on the horizon for the music industry, and how can early career professionals prepare for them?
I cannot help but say the obvious change that’s coming - or that’s really already here - is AI. Right now, there’s no sign that this is going away, which means those early in their career need to learn how we can use it as a tool and not make it the music industry’s nemesis.
What’s one piece of advice you wish someone had given you at the start of your career?
I wish someone had told me earlier how valuable it is to understand the business from multiple angles. Early on, it’s easy to focus on one lane, but the more you understand how everything connects, including marketing, distribution, rights and how audiences actually engage with music, the more valuable you become. That broader perspective is what has opened the most doors for me.