LinkedInAndy Edwards

Andy Edwards

Board Director at MMF

London, United Kingdom
  1. MMF,
  2. LME Management
  1. Connected Artists Limited,
  2. Sound Advice (Legal) LLP,
  3. In The City
  1. University of Bradford
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Board Director

– Present

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I love music and technology in equal measure and have spent my entire adult life combining the two.

Seasoned deal maker, combining strong commercial acumen underpinned by extensive strategy, marketing and product development experience. Consistently recognised as a thought leader within the music business on new technology and business models. Extensive artist management experience, adept at working across a variety of genres from cutting edge to stadium level names.

Adept at working in both corporate and entrepreneurial environments in both Europe and the USA, including four start-up companies with vastly different business models and funding strategies.


Board Director

– Present (6 years)London, United Kingdom

The MMF (Music Managers Forum) is a trade body promoting the interests of artist managers and the artist clients they represent.

• Advising on digital, technology and commercial issues
• Point of contact for tech start-ups and established tech companies (e.g Spotify)
• Advising on strategic creative and commercial issues facing the artist and manager community
• Industry and government lobbying, both in the UK and USA
• Extensive involvement with UK Music GVA economic report submitted to the UK government

Vice President Commercial and Business Affairs; Artist Management

LME Management
– Present (4 years)London and Los Angeles

Start-up artist management company, with offices in the UK and Los Angeles. Clients past and present include: Dido, Anastacia, Cher Lloyd, Andreya Triana, Aston, Katherine Jenkins, Rebecca Ferguson.

• Commercially focused artist management role working across the entire roster on a global basis
• Responsible for all deal negotiations, re-negotiations and compliance; instructing artist lawyers
• Deals included: recording, publishing, touring, corporate and endorsement, merchandise, digital
• Financial planning for all artists in conjunction with artist accountant/ business manager

• Responsible for business operations across all UK and US corporate entities
• Financial forecasting, reporting, company filings and investor relations; instructing accountants
• Managed company's legal affairs (including contentious issues); instructing lawyers
• Negotiated and managed a number of joint venture relationships/ investments for the company

Head of Digital; Artist Management

Connected Artists Limited
(3 years)

Start-up artist management company, with two sister companies: Sound Advice (Legal) and Sound Advice (Financial). My role ran concurrently across the management company and law firm.

• Led all digital-specific deal activity across both entities
• Advised on commercial aspects of 360-degree rights deals and emerging business models
• Point person for all digital partner relationships and suppliers, first port of call for many start-ups
• Project management: oversaw digital operations for management clients, mentoring and team building across content, marketing, PR and e-commerce
• Clients included: James Morrison, Fyfe Dangerfield, Blue Roses, James, Gurrumul, Chase and Status, Pendulum, Yusuf Islam (Cat Stevens)

Consultant - Digital and Commercial; Artist Representation

Sound Advice (Legal) LLP
(3 years)

Start-up law firm, with two sister companies: Sound Advice (Financial) and Connected Artists (a management company). My role ran concurrently across the management company and law firm.

The role was a non-legal consultancy, working alongside the partners of the firm, advising on the commercial aspects of so called 360-degree deals, digital music rights and emerging business models.

Content Consultant & Advisor

In The City
(6 years)

In The City was founded by the late Tony Wilson (television presenter and co-founder of the iconic Factory label) and his partner Yvette Livesey. High profile event included keynote interviews, panels, gigs and showcases.

• Longstanding relationship dating back to inaugural 1992 event
• Advised on programming content, covering all aspects of the music business and new technology
• Leveraged extensive network to attract senior level individuals from across the global music business

Digital Media Consultant

Digital Media/ Music Business
(2 years)

• Exhaustive digital market analysis, emerging download trends and prospects for streaming
• Digital strategy and project management for major recording artists

• Consultancy work for CSL and Vexed. Undertook Digital and CRM projects for clients such as Sky, Vodafone, Lexus, American Express, Domino’s Pizza and The De Vere Group.

Marketing Director

Kingstreet Media Group
(2 years)London, New York

Music rights start-up focusing on two core areas of business: rights acquisition via a $300m fund and business management services to major artists. Offices in London and New York, main board members contained several former worldwide Chairman & CEO level executives (Saatchi & Saatchi, Sony Music, EMI Music).

• Global responsibility, reported to the CEO and main board
• Led KMG’s digital, marketing and commercial strategy across all acquisitions
• Client development for business management division
• Clients included Pink Floyd, Roger Waters, Robbie Williams, Shakira, Genesis and Sting

Director of Business Development

Music Control International GmbH
(1 year)

Provided web-based information services to music, radio and media industries in 17 countries. The company was subsequently acquired by Nielsen.

• International role for a German owned media company with offices and clients around the world
• Managed board level relationships with key corporate clients and partners on a global basis
• Managed new product development project for the radio sector
• Oversaw 23% year-on-year increase in revenue

Digital Media Consultant

Sony Music Entertainment
(2 years)

• Advised on all aspects of digital marketing and CRM
• Managed strategic content partner relationships and key artist relationships (e.g. OzzFest)

Artist Manager

Terra Firma Artist Management
(2 years)London

• Artist management company for Paul Oakenfold, Richard Ashcroft and Lemon Jelly
• Undertook two artist development projects (one Pop, one Alternative)
• Concluded acting deal for one music client appearing in a Working Title produced movie

Marketing Manager Ltd
(1 year)

VC-funded start-up producing 360-degree web rights for major acts such as U2, Genesis and New Order

• Managed six figure web development budgets and cross-functional teams
• Developed first ever artist branded ticket pre-sale and early mobile content deals
• Artist-focused creative role; reporting to CEO, forming part of senior management team
• Managed key investor relationship: Tony Smith, the members of Genesis and Phil Collins

Marketing Analyst

Sony Music Entertainment
(4 years)

• Advised on all aspects of marketing strategy and planning across all labels and genres of music
• Campaigns included: George Michael, Bob Dylan, Sade, Jamiroquai, Manic Street Preachers

• Reporting to the Chairman on specific artist campaigns, market trends and new media issues
• Due diligence work relating to major artist, label deals and acquisitions

Project Analyst, BMG InterAct

BMG Records
(2 years)

BMG InterAct was a start-up division focusing on developing direct marketing techniques, which later evolved into BMG’s Digital Division. InterAct played a key role in breaking Take That, M People, Natalie Imbruglia, etc.

The role involved improving consumer engagement and insight and facilitating the cross-promotion of artists, where relevant, across the BMG roster. This was a truly ground-breaking operation and role which is now considered as the "industry standard" for the sector.

Undergraduate Thesis - Digital Distribution of Music

Digital Music
(1 year)

One of the first major academic papers on digital music: considered how emerging technology could provide better and broader consumer engagement. Achieved highest grade in year group and won widespread industry recognition.


University of Bradford

BSc (Hons), Technology and Management Science, 2:1

Subjects included: Economics, Corporate Strategy, Marketing, Mathematics, Statistics, Electrical Engineering, Materials Science and IT.

Final year dissertation was a 30,0000 word thesis on the digital distribution of music (as above).

Activities and Societies: DJing, writing, college radio, promoting gigs; highlights including working with and Nirvana, Primal Scream and The Wedding Present.

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