Emily Ge Song
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Emily Ge Song or Song Ge (Chinese: 宋歌; born 1990 or 1991) is a Chinese-American executive at e.l.f. Beauty, a former executive at Creative Artists Agency, and a former TV host at China Central Television. In 2018, she was named by Forbes in the "30 under 30" list for Asia.[1]
Biography
[edit]Song Ge was born and raised in Tianjin, China, in 1990 or 1991.[2] As a teenager, she worked as a TV host for China Central Television.[3][unreliable source?]
When she was in college, she interviewed Warren Buffett and Bill Clinton.[2]
After finishing high school, Song studied Product Design Engineering at Stanford University, where she ran a TV station on campus. After Stanford, Song worked on Broadway musical productions in San Francisco, before receiving an MBA from Harvard Business School.[3][unreliable source?]
After graduating from Harvard, Song moved to Los Angeles to work as an executive at Creative Artists Agency, the world's largest entertainment agency. In her position at CAA, she helped guide China-U.S. investment decisions for upwards of 150 million dollars in films, TV, sports, and music. She was named to Forbes Magazine's "30 under 30" list for Asia in 2018.[4][unreliable source?]
She moved to United Talent Agency in 2019, and was named to Variety's "Hollywood's New Leaders" list in 2021.[5]
In 2024, Song joined e.l.f. Beauty as Head of Immersive Marketing, leading the company's gaming, platform, and brand partnership strategy. Under her leadership, e.l.f. expanded its presence on Roblox across three branded experiences: e.l.f. UP!, Glow Up!, and Fortune Island.[citation needed]
In July 2024, e.l.f. became the first beauty brand to test real-world commerce on Roblox, launching a Walmart-powered virtual kiosk within e.l.f. UP! that let users purchase physical products alongside a digital "virtual twin" item.[6][unreliable source?]
In April 2025, the brand launched Fortune Island: Earn, Learn, Flex, developed with Chime, becoming the first beauty brand to launch a financial literacy game on Roblox.[7] e.l.f. UP! won Best Use of Immersive Marketing at the 2025 Roblox Innovation Awards.[8] In 2026, the Fortune Island game and the "e.l.f. x Sailing with Phoenix" earned-media campaign were named Webby Award Honoree and Webby Award Nominee, respectively.[9][10]
The "Sailing with Phoenix" campaign, which Song led, involved e.l.f. air-dropping a care package, including SPF products, to sailor Oliver Widger during a solo Pacific Ocean voyage, a story covered by People and other outlets.[11]
Song also led e.l.f.'s 2025 partnership with HoYoverse's mobile game Honkai: Star Rail, activated at Anime Expo; the brand's feature in the April 2025 pilot of Wicked Saints Studios' World Reborn, an activism-focused mobile game centered on women's sports empowerment;[12] and e.l.f.'s Roblox collaboration with Moose Toys' XOX Kweenies collectible toy line, described by The Toy Insider as the first beauty-and-toy crossover campaign on Roblox.[13]
References
[edit]- ↑ Ziyu, Qiao. "Emily Song: One of World's Young Leaders in 2018". www.womenofchina.cn. Women of China.
- 1 2 Liu, Lin 刘林 (2018-06-19). "中国女孩宋歌当选为2018年福布斯青年领袖" [Chinese girl Song Ge was elected as the 2018 Forbes Young Leader] (in Chinese). Xinhua News Agency. Archived from the original on 2022-09-19. Retrieved 2022-09-19.
- 1 2 "Emily Song". Forbes. Retrieved 2018-07-15.
- ↑ "Emily Song". Forbes. Retrieved July 2, 2026.
- ↑ "Hollywood's New Leaders of 2021". Variety. 2021. Retrieved July 2, 2026.
- ↑ "E.l.f. becomes 'first beauty brand to test real-world commerce' on Roblox". CosmeticsDesign. July 2, 2024. Retrieved July 2, 2026.
- ↑ "E.l.f. Expands Roblox Content with Financial Literacy Game". Beauty Packaging. Retrieved July 2, 2026.
- ↑ "Grow a Garden, More Roblox Innovation Awards 2025 Winners Revealed". Variety. September 6, 2025. Retrieved July 2, 2026.
- ↑ "e.l.f. Beauty – Fortune Island: Earn, Learn, Flex". The Webby Awards. Retrieved July 2, 2026.
- ↑ "e.l.f. x Sailing with Phoenix". The Webby Awards. Retrieved July 2, 2026.
- ↑ "e.l.f. Cosmetics Dropped SPF via Plane to Sailor in Ocean". People. Retrieved July 2, 2026.
- ↑ "Wicked Saints Turns Players into IRL Superheroes with the Help of e.l.f. Beauty and Discord". Wicked Saints Studios. April 8, 2025. Retrieved July 2, 2026.
- ↑ "Kids Can Interact with XOX Kweenie on Roblox Through e.l.f. Collaboration". The Toy Insider. November 1, 2024. Retrieved July 2, 2026.