meet the team
PARTNER & GENERAL MANAGER
Edwin started his journey into the music industry as the bassist of pop/rock band The Summer State, performing at various music festivals across Asia and opening for international rock bands, Simple Plan, Yellowcard and more.
Edwin’s curiosity for the business aspect of the music industry led him to join Secret Signals in 2013 and eventually became a full-fledged partner in 2017. Edwin oversees all day-to-day operations of the business, leading PR & marketing campaigns for clients as well as developing new opportunities in the region with partners.
In mid-2015, Edwin co-created the cultural phenomenon EMONIGHTSG under the collective Look Ma, No Hands!, making waves in the nightlife scene and performing at major events such as the Singapore F1 Grand Prix, Singapore Rugby Sevens and Baybeats Festival. Since its inception, EMONIGHTSG has become a platform for a subculture to serve the larger community through charity initiatives.
Most recently, Edwin was nominated as a member of SGMUSO council, a non-profit entity that supports artistry, business and production by developing skills, advocacy and opportunities in Singapore.
MANAGER, CLIENT RELATIONS & BUSINESS DEVELOPMENT
Audrey has over 7 years of experience in the fashion and arts industries. Her position as a creative strategist and project manager has led her to work on the conceptualization and curation of a plethora of lifestyle and entertainment projects in Southeast Asia as well as Japan and Italy.
In the past two years, Audrey’s focus was on developing programmes that harness the capabilities of young local creatives, as well as planning and programming major arts festivals in Singapore, placing artists in a position to win new audiences and develop their talents.
The newest member of the Secret Signals team, Audrey’s responsibilities include pursuing opportunities for long-term growth for the company as well as maintaining relationships with clients and partners.
She is constantly on the lookout for opportunities to smash gender stereotypes, except for driving. She’s really bad at driving.
Sadhu is based in Los Angeles having joined Nettwerk Management in 2015, managing Grammy-nominated artist Mike Posner, Christina Perri, Mansionz, MILCK, SHAED, Good Old War and Wes Period.
In 2018, he was promoted to Director of A&R, Developing Markets within Nettwerk Music Group.
Prior to joining Nettwerk, Sadhu was with Hong Kong-based Love Da Records as Head of Digital and Marketing (Singapore and Malaysia), working with Mumford and Sons, Two Door Cinema Club, Metric and more.
Esmond has collectively 20 years of experience in the music and arts sub-culture as performer, advocate, manager and business owner. He was one of the key figures in Wake Me Up Music (WMUM), an events, promotions, music retail and management label that was best known for creating and developing some of Singapore’s best-known music events and artists. WMUM was known for the impact it made on the youth and local music culture in Singapore and Southeast Asia through the iconic Baybeats Festival.
He started his entrepreneurial journey in 2010 by representing streetwear and action sports brands like Obey Clothing and Macbeth Footwear as a distributor in parts of Southeast Asia, thus developing a keen understanding of the region for business and the creative sub-culture through marketing and support of different communities through the brands he represents.
In 2012, he started Secret Signals with Sameer with the goal of helping musicians and labels develop their audience in South East Asia.
He is passionate about people and youth development and is happily married with three children. He's not a huge fan of his kids' Spotify playlists but understands it an important part in understanding the youth of today.