I am from Bognor Regis (yes really) a small seaside town on the South West coast. I graduated from University with a 2:1 Degree in Psychology in 2001. I spent my final year focussing my study on ‘Using Psychology to affect consumers attitudes in order to predict behaviours, via the method of persuasive communication.’ eg Advertising. I got my first marketing job straight out of university and never looked back. 17 years later I have worked my way through some amazing global and independent advertising, digital and creative agencies with my last 10 years specialising in digital, social, and experiential agencies. I am super proud to have worked with some amazing people, a lot of which are still friends today, and on some amazing brands which I am still a fan of today.
As General Manager of Instrumental my role is wide and varied day to day which I love.
As part of my role I oversee the Customer Success team, who are responsible for onboarding and client managing all our TalentAI partners. It’s our priority to ensure that all our clients are getting the most out of the tech and it’s working for them, so the team are there day to day whatever they need whether it be helping them scout out artists, or answering any questions they have on the tech, or taking feedback to potentially integrate into product roadmap.
We also working on some exciting Global TalentAI Enterprise deals with the likes of Disney, Nitro Circus, Pan Macmillan and Warner Music across South East Asia core markets.
It’s genuinely an exciting time for Instrumental, but to be honest it’s felt like that since day 1 and I have been here for 3 years now.
There are lots, but my 2 highlights.
1. Instrumental is always evolving and therefore we are always learning. Working in the music and tech industry means in order to stay relevant and innovative, as a company we need to thrive in changing and challenging environments and constantly be pushing ourselves. This means the job is never boring! Also, because I have been applying my digital and creative experience, and client and project management skills within the music industry, I am still learning and being challenged personally. This excites me and I feel grateful to be in this position to be still learning, yet using my past experience day to day.
2. My boss, he inspires me every day, he is dedicated to Instrumental and his team 100% but also a devoted family man. He is so driven and passionate about what we do, on good days and bad. He works ridiculously hard but gets the balance right and encourages the same of his team. As a new mum, this is something I both aspire towards and appreciate.
A ballerina. I still do.
I have a 16-month old baby boy called Nemo, so spare time is something which isn’t as common as it used to be. Time out of work is generally family time though, in parks, listening to music (mainly country and reggae), hanging out with friends, planning our next adventures, oh and drinking wine!
Be yourself and as genuine and nice to everyone as you can possibly be, because everyone is equally important.
I genuinely like to think that I have always been myself throughout my career, sometimes that’s worked in my favour and sometimes it hasn’t but I can keep my head held high in that I have never pretended to be anyone I am not or tried to fit into a mould of what I think is expected of me. For me this has always been important.
It’s always been the same - Three Little Birds, Bob Marley.
If you have any queries about Instrumental’s A&R scouting platform or want to find out how it can power your music scouting efforts, please get in touch via firstname.lastname@example.org