The Australian music marketing business, The Annex, is making waves with its latest announcement of a new corporate identity and expanded service offerings. This dynamic rebranding showcases The Annex’s commitment to supporting local artists while enhancing its marketing strategies in an ever-evolving industry.
Growing Its Clientele and Services
The Annex continues to build on its success, recently contributing to 22 nominations for the ARIA Awards, one of Australia’s premier music accolades. This includes notable campaigns for artists such as FISHER, Emily Wurramara, Lime Cordiale, and Hiatus Kaiyote.
- Royel Otis, in collaboration with Ourness management, leads with eight ARIA nominations for 2024, setting a high bar for emerging talent.
- The Annex has successfully executed multiple Top 10 ARIA Album and Single campaigns, including Shaboozey’s “A Bar Song (Tipsy)”, which secured the top spot for five weeks—the first independent single to achieve this in five years.
New Specialist Services: Community Management and Tour Marketing
To bolster its offerings, The Annex has launched Community Management and Tour Marketing services. These additions aim to deepen engagement with fans and enhance artists’ visibility.
- Artists like Jessica Mauboy, Spiderbait, and Grinspoon are already benefiting from these new initiatives.
- By focusing on community engagement, The Annex helps artists cultivate a loyal fan base, crucial in today’s competitive market.
A Fresh Look and a Bold Vision
In tandem with its expanded services, The Annex has rebranded itself, unveiling a new corporate identity that reflects its growth and ambition. The new logo pays homage to its roots while signalling a bold move into the future.
Mardi Caught, founder of The Annex, shared her excitement:
“The first five years of The Annex have been a steep learning curve, and the team has strengthened the company post-COVID. Our rebranding showcases our growth in the marketplace and the colourful attitude we embrace.”
A Unique Position in the Industry
Founded in 2018 by Mardi Caught, a former executive at Warner and Sony, The Annex stands out in the music marketing landscape. It provides a comprehensive suite of services designed to drive sustainable artist development and audience engagement.
Services Include:
- Tailored Digital Marketing Strategies: Customised approaches to enhance online presence.
- Content Creation and Planning: Developing compelling narratives around artists.
- DSP Strategy and Media Buying: Optimising distribution across digital platforms.
- Management Support: Guiding artists through the complex music landscape.
An Experienced Team Driving Success
The Annex is helmed by a skilled team, including:
- Natasha Shehata: Overseeing business development and collaborating closely with artist marketing lead Hannah Heyen.
- Elinor Williams: Managing the digital marketing and community management division.
Shehata joined from the UK in 2023, having previously held significant roles at AWAL and other independent labels. Williams, a key player since 2021, has experience with TMRW Music and Ministry Of Sound.
Collaborating for Greater Impact
The Annex also partners with Sarah Hamilton from Golden Hour music consulting to enhance DSP pitching efforts. This collaboration ensures that artists receive comprehensive support in promoting their music across various platforms.
Looking Ahead: A Bright Future for The Annex
With a renewed corporate identity and an expanded range of services, The Annex is poised for continued growth. This shift not only benefits the artists on its roster but also sets the stage for a transformative era in the Australian music industry.
As Mardi Caught emphasises, the success of their client family heralds a new phase for Australian music, and The Annex is ready to lead the charge.
“We can’t wait to see what the future brings for our artists and the industry at large.”
Conclusion
The Annex is redefining the music marketing landscape in Australia with its innovative strategies and dedication to local talent. The introduction of community management and tour marketing services, combined with a fresh corporate identity, positions The Annex as a leader in the industry.
By prioritising artist development and audience growth, The Annex is not just keeping pace with the music industry’s evolution; it’s setting the pace. This is an exciting time for the company and the artists it supports, and the journey ahead promises to be transformative.
