What I Do
Deliver bespoke audience development & digital marketing campaigns to help your client cut through the noise. By using the latest audience data tools to dive into the detail, tailoring each campaign to the individual and subverting tired factory line ideas - I get your music heard. This also includes the use of my network to leverage promo opportunities with key partners.
My focus is short-term impact combined with long-term sustainability, allowing artists to make a career and live off their art for years.
I believe the flavour of the month does not linger on the palate.
In recognition of the immeasurable influence black music has had on both my working life and personal life, a percentage of all profits is donated to Black organisations and charities.
Managed social media and influencer campaigns for the platinum, culture defining record. Multi-pronged approach infiltrating meme and influencer culture, going on to be one of first UK TikTok sensations. Created Snapchat & Facebook lenses, WYNG plug-in photo gallery and Kanye 'Through the Wire' inspired pseudo video. Celebs performed dance at Brits red carpet, Jimmy Carr did so on live TV and Drake brought them on at The O2.
With a diverse content strategy and internet-culture obsession, I helped grow Au/Ra's fanbase from 2k to 400k on YouTube, delivering the platinum hit 'Panic Room'. We developed her distinctive identity online & love of Japanese culture using 'kaemojis' and competition led anime multi-editor projects. By prioritising TikTok back when it was Musical.ly I was able to develop symbiotic relationships with influencers to help make Panic Room a viral craze.
EVERYONE YOU KNOW
From setting up their first social media accounts to totting up over 11 million YouTube views. I directed & produced the EYK TV content series and managed their digital marketing campaigns. One key breakthrough have been the 'refixes'. By analysing keywords and traffic sources I identified a crossover in fanbase with Sam Fender. The brothers created a powerful take on his hard-hitting anthem for 'Play God' and we shot the video in their dad's garage.
NOTHING BUT THIEVES
Inspired by their sophomore album 'Broken Machine', we created a digital marketing campaign focused on cracking codes to deliver streaming results. By delivering distorted song snippets to Spotify under morse-code and periodic table pseudonyms, the fans were sent into a frenzy figuring everything out, all the while tapping 'follow' on our official music playlist. Subsequently a faulty 'typewriter' splash page & embedded pre-save campaign led to the best performing Sony UK results.
AITCH & ZIEZIE
These two produced back to back magic on ‘Buss Down’ and ‘French Kisses’. Leveraging then-nascent platform Triller we leaked the second track early leading to thousands of UGC creations pre-release & Boohoo influencer support. Bolstered by an original content series I produced & directed, using POV angles to bring the viewer directly into a unique experience: shooting a video with two stars in Paris. The songs became radio & club staples providing a foundation for future hit records.
After winning 'Best Mixtape' at the 2017 NME awards I helped commission content and manage the digital marketing strategy for summer hit 'Boasy' feat. Not3s. A combination of innovative graphics, revealing personality pieces and subversive digital story ads helped tell the story of Av's spectacular summer in 2018. By focusing on his unparalleled lyricism we were able to highlight online what makes Avelino unique, leading to a significant number of UGC and reaction videos paying homage.