ESEA Music Announces Co-Presidents: Aileen de la Cruz & Yijia Tu

ESEA Music has announced a new leadership structure, appointing artist, songwriter and producer Aileen de la Cruz and Yijia Tu, musician, TED speaker, and International Campaign Manager – China at Universal Music Group UK, as Co-Presidents. The roles are newly created as the organization enters its next phase, following a year of milestones for East and Southeast Asian representation across the UK music industry.

They will work alongside founder Hiroki Shirasuka, who continues in a leadership capacity, while co-founder Tiger Hagino Reid steps back from day-to-day leadership and remains part of the core team.

Since launching in 2021, ESEA Music has grown to over 600 members across the UK, spanning artists and professionals. Its work includes mentorship, artist development and writing camps through initiatives such as the SESAME mentorship programme and ESEA Sounds.

The leadership transition follows a year of significant recognition, including two major industry honours. In 2025, ESEA Music received the DE&I Initiative of the Year award at the Music Week Women in Music Awards for its SESAME Mentorship Programme, supported by the BPI. Earlier in the year, it was named DE&I Champion at the AIM Independent Music Awards, recognizing its sustained commitment to advancing representation within the sector.

Tiger Hagino Reid, co-founder of ESEA Music, said:

“Stepping back from day-to-day leadership is emotional, as ESEA Music has been such a huge part of my life over the past four years. From our first meet-up of 10 people to more than 600 today, what’s grown isn’t just numbers, but confidence, visibility and impact. I’ve made lifelong friends through this community, and definitely eaten more Asian food along the way. This feels like a natural next step though for me, and I’m excited to support Aileen and Yijia as they lead ESEA Music forward.”

Hiroki Shirasuka, co-founder of ESEA Music, said:

“Aileen de la Cruz and Yijia Tu are both widely respected leaders within the ESEA community, and we’re thrilled to welcome them as Co-Presidents as we enter this new chapter for ESEA Music. Under their stewardship, we look forward to continuing our work to strengthen representation for ESEA artists and executives across the UK music industry. We would also like to extend our heartfelt thanks to Tiger Hagino Reid, whose dedication, care and leadership have made a lasting, generation-defining contribution to uplifting the ESEA community.”

Aileen de la Cruz and Yijia Tu, Co-Presidents of ESEA Music, said:

“This next chapter for ESEA Music is about taking the work forward in ways that are practical and visible. As artists and industry professionals, we understand both the creative and structural challenges our community faces, and will shape how opportunities are created and who gets access to them. We’re building a wider network of partners and allies, and strengthening connections across the industry to open up opportunities that lead to lasting change.”

As ESEA Music enters its next phase, the organization continues to expand its national network and programme of mentorship, artist development and industry partnerships. With new leadership in place, the focus is on strengthening support for its members and opening up clearer pathways for ESEA talent across the UK music industry.