Secretly Distribution Announces New APAC Division

Secretly Distribution is expanding globally with the announcement of the formation of a new APAC division.

The team will be focused on supporting artists and labels throughout the Asia-Pacific region. The team will be led by Sydney-based Max Thomas, following his elevation to Secretly Distribution’s Head of APAC after leading Secretly Group’s APAC marketing and strategy for four years.

During this time, Thomas ran successful album campaigns for big-name artists such as Mitski, Bon Iver, Faye Webster, Folk Bitch Trio, Krhuangbin, Japanese Breakfast, and many more.

Secretly Distribution has also promoted London-based Chris Cannon to VP of International Strategy. Cannon has spent the past year leading Secretly Distribution to a 30% revenue growth overseas, across both digital and physical formats.

As well as serving as a leader in the development of the music company’s Latin American presence, Cannon was integral in the launch of Cargo Independent Distribution, created in order to maintain and promote an independent path to market for physical music in the UK. The launch of Cargo Independent Distribution resulted in a No. 1 album and three top 5-charting records in the first half of 2025 alone.

“I am thrilled to be leading the charge as Secretly Distribution continues expanding our global footprint to incorporate our new APAC office,” says Cannon. “As our distributed label roster expands not only in size, but in genre, geography and customer profile, SD continues to adapt accordingly.

“Our existing team has done a remarkable job helping to leverage our releases in key markets such as Australia and Japan for many years. Now with Max Thomas, our incoming Head of Marketing & Campaigns for APAC, at the helm, we can localise our service whilst adopting a proactive approach in response to the organic growth we can see in fast developing markets such as the Philippines, Indonesia and China. The opportunities for collaboration in these markets are vast, and we have only begun to scratch the surface.

“Inspired by our recent success stories in the region and our new local team, we look forward to enhancing our partnerships with the eclectic and incredible labels on the SD roster in order to find their music the global audience it deserves.”