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Flora Wong

Head of Music Programming

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About me

London-based events programmer, editor, and music producer. Previous roles have incl. Music Director of W Hotels, Head of Music Programming at AAYA Group, Digital Editor at Dazed Magazine, A&R for 37 Adventures, and currently freelancing as project & label manager for PAN records based in Berlin/London.

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  • Fashion
  • Events
  • Marketing PR
  • Music
  • Writing
  • Art
  • Creative
  • Editorial

Work history


Head of Music Programming


Feb 2016 - Aug 2016
  • London, United Kingdom
  • Full Time
  • The role at Alan Yau's latest venture, a Mayfair venue focusing on fine dining & live music, entailed formulating a 6-month program of varied acts from live bands, contemporary vocalists, classical/jazz acts to electronic-leaning DJs performing all throughout 7 days a week. The idea was to initiate a concept to establish Park Chinois as a musical brand beyond the venue, working alongside the Music Director, a prolific multi-platinum-selling songwriter/producer to grow it as a record label and identity. The role also included looking into bigger events with high profile acts, to looking after potential brand partnerships, press/influencer invites and online presence via editorial & social media. On a daily basis, I curated, produced and oversaw the live gigs across both floors, working with our reservations manager, maitre d'hotels, and two outsourced technicians on our high spec equipment, ensuring everything went smoothly both technically and to fit the needs of high profile guests to luxury brands such as Marc Jacobs on private, invite-only events.


Music Director

W Hotels

Apr 2014 - Jun 2015
  • Hong Kong
  • Full Time
  • My role consisted of defining a unique music policy and implementing the global brand direction for the hotel through large-scale events, scouting international and local artists, building a resident DJ team, collaborations with external promoters and brands, to daily background music. I strategised and executed both culturally-led and corporate events for the three venues of the luxury 5* hotel, with daily programming for the 600-capacity bar & dining space, as well as the 76th floor rooftop pool and our 1500-capacity venue hall. Besides managing the monthly and annual entertainment budgets within our F&B department, drafting P+Ls and contracts, I also oversaw the production of the events with external A/V suppliers on venue set-up, production, and ensuring we catered to specific technical rosters.
 In terms of marketing & PR, I managed the development of the hotel venue's Facebook page, coordinating with the global/regional hotel pages, additionally utilising the Instagram, Twitter, and Weibo accounts to push events with the marketing team. 
I also hired PR agencies to street teams on bigger campaigns such as teaser videos, enlisting KOLs and using their social media networks. In terms of local reach, I maintained relations with Hong Kong media and brands - working with magazine editors, bloggers and influencers to international lifestyle brands to build the right image as well as bring business and revenue to W Hong Kong.


Digital Assistant Editor

Dazed Media

Jun 2009 - Jun 2013
  • London, United Kingdom
  • Full Time
  • My main roles at Dazed Magazine included commissioning, writing & sub-editing daily content for online in a fast-paced environment, producing up to ten features per day
. Besides overseeing the content schedule and curating the monthly Dazed Playlists to music/creative consultation for our advertisers, brands and video projects
, I worked closely with the Social Media Editor on a daily basis to promote our features as well as curating the bi-weekly newsletters to 70,000+ subscribers. Here I was able to build extensive working relationships with both London-based and international PRs, agents, writers, photographers, videographers, stylists and talents, co-ordinating shoots and projects including digital, allocating monthly budgets.



Sep 2006 - May 2009
  • Norwich, United Kingdom