#SHOWBIZ: From swimmer to hitmaker: How Malaysia's Chern Xin navigates the global music scene

SHE has made a drastic, yet completely understandable, pivot in her life — and she has no regrets.

From enduring gruelling morning practices in the swimming pool to executing high-stakes digital campaigns for stars like Bruno Mars and Charli XCX, Malaysia's own Liew Chern Xin has taken a massive leap of faith onto the international stage.

DISCIPLINE FORGED IN WATER

It is fair to say her path to the top of music marketing has been anything but conventional.

Born and raised in Subang Jaya alongside her competitive swimmer brothers, Chern Xin built her early life around discipline and performance under pressure as a competitive swimmer herself.

"According to the Chinese zodiac, I'm a Snake, which perhaps explains my drive," she says in an interview with NST's Groove.

"My family wasn't into sports or music. My dad is a businessman, and while we enjoyed music, it was always just a hobby."

Despite her success in the pool, swimming was never her passion.

"I still occasionally have nightmares about my swimming days because I didn't enjoy it," she admits. "I pursued it primarily for scholarship opportunities, and I was always looking for an exit."

That exit came after she moved to the United States for university. During the Covid-19 pandemic, her focus shifted from athletics to pop culture.

"My pivot to the music industry happened purely because I became obsessed with pop culture during lockdown," she explains.

"The same mental endurance that once drove me through years of competitive training now powers my work on fast-moving digital rollouts. It's a transfer of energy."

MAKING WAVES AT ATLANTIC

That leap paid off. Today, the 24-year-old works in digital marketing at Atlantic Records — the second-largest record label in the US by market share.

There, she combines her athletic discipline with a deep understanding of fan culture, leading innovative campaigns for album rollouts, tour cycles, and emerging artistes.

"Going from a hardcore music fan to being part of album rollouts for artistes I've looked up to my whole life is an absolute dream come true," she says.

Chern Xin has already worked on major global releases, including campaigns for Miley Cyrus, BlackPink's Rosé, Bruno Mars, and Charli XCX.

Working on Mars' latest project was a major career milestone.

"My team and I began brainstorming viral marketing concepts and sourcing creators last December," she says. "When his lead single debuted at Number 1 on the Billboard Hot 100, it was the first Number 1 of my career. Achieving that with an artiste I grew up listening to religiously was a true full-circle moment."

She also spearheaded viral campaigns and managed fan communities for Charli XCX's latest album, which debuted at Number 3 on the Billboard 200.

"It was one of the most fulfilling projects I've worked on because I was given a lot of creative freedom."

ROOTED TO LOCAL ROOTS

While her career keeps her busy in the US, she maintains ties to home. During her sophomore year of college in 2022, she interned at Warner Music Malaysia, giving her a firm grasp of the local industry.

"I'm still in touch with several former colleagues," she says. "Someday, I'd love to help elevate the local music scene by bringing major international acts to perform in Malaysia."

When she isn't driving viral trends, Chern Xin enjoys hands-on DIY projects like sewing custom pillows and handmaking gifts for friends. But her primary focus remains on her craft in an industry known for fierce competition.

"The American entertainment industry is incredibly competitive," she notes. "Many people enter the field for bragging rights, but the primary focus should always be on developing the artistes."

SETTING SIGHTS ON FUTURE

As for her future ambitions? While she isn't a musician herself — despite a brief stint writing songs at age 7 after watching a Taylor Swift interview — she has clear goals.

"I'd love to collaborate with Olivia Rodrigo on a project or album someday," she says. "I've always admired her music, marketing strategies, and artistic vision. Working with her would be an incredible milestone."