Andy Edwards

Current

• Head of Digital/ Artist Management at Connected Artists Limited
• Consultant at Digital Media/ Music Business

Past

• Digital Business Director at Kingstreet Media Group
• Director of Business Development at Music Control International GmbH
• Consultant at Sony Music Entertainment/ Terra Firma Artist Management

• Marketing Manager at Music3w.com Ltd
• Marketing Analyst at Sony Music Entertainment
• Project Analyst at BMG Records
• Undergraduate Thesis - Digital Distribution of Music at Digital Music

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Education

• University of Bradford

Recommendations

11 recommendations

Connections

500+ connections

Industry

Music

Websites

• My Company
• My Company
• My Company

Andy Edwards’s Summary

Established digital media executive with over 15 years experience. Primary skills: strategy, product development, business development and mentoring.

Proven track record in correctly and consistently anticipating and adopting technical and business innovation within digital media and entertainment industry environments from the 1990s to date.


Working experience includes corporate, entrepreneurial and start-up environments in Europe and the USA and with exposure to VC and corporate finance issues. Close colleagues have included board level executives and prominent entrepreneurs. Industry level participation through the Music Manager's Forum Commercial Committee providing thought leadership on digital and commercial issues; representing the interests of managers to government, other industry groups and corporate organisations.

Andy Edwards’s Specialties:

Strategy and commercial analysis; marketing and business development; leadership and mentoring; talent management; conflict resolution.

Andy Edwards’s Experience

• Head of Digital/ Artist Management

  Connected Artists Limited

  (Music industry)

  2008 — Present (2 years )

  An artist management company affiliated to two sister companies Sound Advice (Legal) LLP and Sound Advice (Financial) LLP to provide a complete spectrum of services around individual artist clients to enable better strategic planning and implementation on both a creative and business level.
  
  RESPONSIBILITES INCLUDE:
  • Leading all digital-specific deal-making activity: negotiating commercial terms, service levels and headline legal points
  • Working alongside the legal team on broader contract negotiations such as recording and merchandise deals and so called 360-degree rights deals that include digital rights and service provisions
  • Developing company strategy and preferred supplier/ partner relationships for all digital and commercial operations including digital services, merchandise and brand partnerships
  • Providing project management for individual artist projects: overseeing all aspects of digital operations including web site design and build, content, digital marketing/ PR and revenue generation
  • Mentoring and team building: constructing teams around artist projects, utilizing internal and external resource
  
  ACHIEVEMENTS INCLUDE:
  • Working with Universal Music to develop a broader web presence for James Morrison, taking into account his international and live careers while providing greater fan engagement and call to action
  • Led a reappraisal of James Morrison’s merchandise, initiating fan engagement, generating new designs and concepts, implementing the new range. Achieved threefold increase in Sales Per Head
  • Briefed creative digital campaigns for Fyfe Dangerfield, Blue Roses and The Chakras on limited budgets
  • Secured a direct contractual relationship with iTunes, unusual for a UK based artist management company
  • Developing digital strategy for two Sound Advice clients, including web site build, revenue generation
  • Due diligence and commercial renegotiation of a 360-degree rights deal for a major international dance act

• Consultant

  Digital Media/ Music Business

  (Music industry)

  2006 — Present (4 years )

  DIGITAL MEDIA CONSULTANCIES – MUSIC (ongoing)
  • Commissioned by The UK Official Charts Company to write a definitive and lengthy report on the digital music market. A thorough and comprehensive analysis of digital music since 2004, including single track downloads, album bundles, subscription and ad-funded services
  • Advising major recording artists on the digital strategy and implementation web development projects and revenue generation. Included commissioning a major digital project for Yusuf Islam (Cat Stevens). Also provided confidential advice to a number of prominent artist managers on commercial digital deals
  
  IN THE CITY MUSIC CONVENTION (ongoing)
  Originally founded by the late Tony Wilson and Yvette Livesey, a globally renowned music convention
  • Advising on editorial content including keynote speakers, panelists, workshops, themes and content
  • Consistently secured the participation of high level music business figures including Harvey Goldsmith CBE, Ged Doherty and Richard Griffiths (current/ former Chairmen of Sony Music), Peter Mensch (manager Metallica, Red Hot Chili Peppers) amongst many others
  
  DIGITAL MEDIA/ CRM COSUTANCY – BRANDS/ CORPORATE
  • Strategic analysis and project implementation consultancy to a CRM solutions company
  • Exposure to industry sectors: mobile telcos, ISPs, broadcasters, financial services, automotive
  • Clients included Sky, Vodafone, American Express, Tiscali, Unilever and Lexus
  • Projects included sales, retention and customer service propositions
  • Heavy emphasis on team building, people management and mentoring

• Digital Business Director

  Kingstreet Media Group

  (Music industry)

  2004 — 2006 (2 years )

  KMG’s two core areas of business comprised: rights acquisition via a $300m fund and business management services to major artists. Main board included ex-CEOs of Cordiant Communications plc, EMI Music Europe and Sony/ATV Music Publishing Worldwide and the former co-manager of The Rolling Stones. Offices in London and New York
  
  Reporting to the main board, responsible for all marketing and business development activity across the Group on a global basis:
  
  DIGITAL MEDIA AND MARKETING STRATEGY:
  • Led KMG’s global digital strategy in respect of rights acquisitions; working with the main board of KMG and the incumbent management teams of newly acquired operating divisions
  • Secured supplier/ partner agreements covering all digital operations; this included a direct iTunes deal
  • Advised CEO and SVP Marketing of Corinthian, an LA based label/ publisher on marketing, brand development, digital distribution and production issues
  • Developed strategy for potential Pink Floyd digital project prior to their Live8 appearance in 2005
  
  BUSINESS DEVELOPMENT:
  • Led business development for the business management division which provided sophisticated commercial structures for major international touring acts such as Pink Floyd, Roger Waters, Robbie Williams and Sting
  • Introduced new relationships in Europe and the US, including: Radiohead, Shakira, David Gray, Duran Duran, Dido, The Dixie Chicks, Red Hot Chilli Peppers, Pink, Gwen Stefani, Keith Urban

• Director of Business Development

  Music Control International GmbH

  (Music industry)

  2003 — 2004 (1 year )

  Senior level international business development role for a German owned media company with offices, partners and clients around the world.
  
  Managed board level relationships with key corporate clients in London and New York (mainly the major record labels) and business partners such as Billboard and Nielsen.
  
  Key successes included:
  
  Renegotiating a number of corporate deals including EMI, BMG and Universal; driving a 23% year-on-year increase in revenue.
  
  Strategic business development: launched new product for the radio sector striking deals with the BBC, Capital Radio Group, Chrysalis Radio Group and others
  
  Initiated a strategic relationship to supply the MCPS-PRS Alliance, which culminated in a ground breaking deal between Nielsen (who bought out Music Control) and the Alliance. A key factor was correctly identifying the needs of the Alliance and laying a plan to bring Music Control's operational capacity in line with these requirements.

• Consultant

  Sony Music Entertainment/ Terra Firma Artist Management

  (Music industry)

  2001 — 2003 (2 years )

  SONY MUSIC ENTERTAINMENT (UK) LTD; DIGITAL CONSULTANCY
  Provided input into digital media strategy, managed strategic partner relationships. This continued my relationship with the company since my full-time employment 1996-2000 prior to my leaving to join the dot.com start-up Music3w.com. Succeeded in striking content deals with BTopenworld and News International and a content/ revenue share model with ITV.com
  
  
  TERRA FIRMA ARTIST MANAGEMENT
  Artist management company for Paul Oakenfold, Richard Ashcroft and Lemon Jelly. Undertook artist development projects under the Terra Firma umbrella. This continued my relationship with Marc Marot, the CEO of Music3w.com to whom I reported. Succeeded in placing one artist in an acting role in a Working Title movie, negotiating a fee for acting and music work; secured brand partnership income for another development act. Gained valuable experience and insight of creative (A&R) project management.

• Marketing Manager

  Music3w.com Ltd

  (Music industry)

  2000 — 2001 (1 year )

  m3w was a pioneering digital music company and one of the first to pursue a 360-degree strategy of monetising all revenue streams surrounding an artist – sponsorship, merchandise, ticketing, subscriptions, etc in a web/ digital context.
  
  The Marketing Manager role reported directly to the CEO and managed key artist and investor relationships (Genesis and Phil Collins).
  
  Oversaw projects for Genesis, Phil Collins, New Order and Feeder, in addition to working as part of the company's senior management team.
  
  Key successes included:
  
  Launching the first artist-branded ticket stores for Feeder in January 2001. The approach is now considered standard within the music business and is a highly sought after source of revenue.
  
  Concluding one of the first mobile deals on an artist-by-artist basis to sell ring tones and logos directly to fans. Included a process of due diligence, commercial negotiation and project implementation.
  
  Project managed a £150k web site design and build for Genesis, managing a team of 11 and reporting to the board of m3w and the band themselves. This included developing a content and PR strategy that attracted global press coverage (online and offline) and a series of commercial propositions that came to fruition for their subsequent reunion tour.

• Marketing Analyst

  Sony Music Entertainment

  (Public Company; Music industry)

  1996 — 2000 (4 years )

  Strategic input into marketing campaigns, issues included: timing, promotional/ PR set-up, retail channels, planning ATL advertising expenditure (with an emphasis on TV advertising), competitor activity, best practice. Also involved providing Sony Music with early stage guidance on digital issues, including e-commerce and CRM issues such as database marketing.
  
  Campaigns included: George Michael, Bob Dylan, Bruce Springsteen, Charlotte Church, J-Lo, Mariah Carey, Des’ree, Sade, Jamiroquai, Leftfield, Korn, Pearl Jam, Manic Street Preachers. Also worked as part of the Concept Marketing team, producing branded marketing concepts in conjunction with media and brand partners.
  
  The role also provided executive support to the Chairman & CEO, including: report writing covering artist campaigns, market trends and new media issues, due diligence work relating to major artist and label deals/ acquisitions.

• Project Analyst

  BMG Records

  (Music industry)

  1994 — 1996 (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 key ethos was to connect artists and fans directly and to gain insight and understanding to add value to the artist-fan relationship.
  
  The role involved improving consumer 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 (fifteen years later) seen as the template for developing and marketing artists in the twenty-first century.
  
  The role came about as a direct result of my university dissertation.

• Undergraduate Thesis - Digital Distribution of Music

  Digital Music

  (Music industry)

  1992 — 1993 (1 year )

  Wrote a 30,0000 word undergraduate thesis on the digital distribution of music, one of the first major writings of its kind. Correctly asserting that CRM marketing technquies would have huge application in connecting artists and fans in a digital environment and questioned the role of intermediaries (i.e. traditional record companies and retailers).
  
  Supporters included: Hugh Goldsmith (Sony BMG), Ray Cooper (Co-President Virgin Records), John Reid (Vice-Chairman Warner Music International), Steve Redmond (Editor of Music Week) and Peter Scaping and Chris Green at the BPI. Gained highest grade in year group.

Andy Edwards’s Education

• University of Bradford

  BSc (Hons) 2:1 , Technology and Management Science , 1989 — 1993

  Subjects included: Economics, Corporate Strategy, Marketing, Mathematics, Statistics, Electrical Engineering, Materials Science and IT.
  
  Two six month work placements:
  
  NHS - change management role. Contributed on a project level concerning the move from a traditional NHS structure to Trust status with independently held budgets.
  
  Dixons Stores Group - strategy/ planning role. Contributed to a series of projects that sought to position Mastercare, the Group's repair business, as central to the customer service proposition of established retail brands Dixons and Currys.
  
  Final year dissertation was a 30,0000 word thesis on the digital distribution of music (as above).

  Activities and Societies:

  DJing, writing, promoting gigs; highlights including working with and Nirvana, Primal Scream and The Wedding Present. Contributed to the university's first 28 day student radio FM broadcast licence, the first student station in the country to achieve such a licence.

Additional Information

Andy Edwards’s Websites:

• My Company
• My Company
• My Company

Andy Edwards’s Interests:

In addition to a longstanding music business career, I have had a lifelong passion for competitive cycling: joined my first cycling club at the age of 12 and racing from the age of 13. Achieved success as a Junior including riding for West Midlands Centre of Excellence Squad, competing in national level road races such as the Peter Buckley series. Recently returned to active club level cycling in the South West London/ Surrey region and riding international events such as La Marmotte and l'Etape du Tour placing top 500 in the Etape out of 10,000 riders.

Andy Edwards’s Groups:

MUSIC MANAGERS FORUM (MMF)
The MMF is an industry body that seeks to educate, inform and represent UK managers (and their artists) as well as offering a network through which managers can share experiences, opportunities and information.

Member of the Commercial Committee, that works closely with Chairman Brian Message (Manager, Radiohead, ATC Management) and CEO Jon Webster (former MD Virgin Records) to assess and identify commercial opportunities for managers and their artists, with particular reference to digital music and new business models.

•    Sony Alumni
•    Connected Cambridge

Andy Edwards’s Honors:

SPEAKING AND ARTICLES ARTICLES

Speaking engagements include: Canadian High Comission/ MIDEM, Music Week Making Digital Pay Conference, Liverpool Sound City, International Music Industry Week hosted by the ICA, Leeds Metropolitan University, Fellow panellists have included Christian Tattersfield, Chairman and CEO Warner Music UK, Jeremy Lascelles, CEO Chrysalis Music Group, Jessica Koravos, MD AEG Live; Ajax Scott, Ex Edit Music Week; John Robb, Journalist; Rob O'Brien, Head of Entertainment and Media Google; Martin Heath, Founder of Lizard King.

Contributed articles to Record Of The Day Magazine and IQ (ILMC magazine) which also included contributions from Rob Light, Head of Music at CAA and the artist Chuck D or Public Enemy, quoted in Music Week.

Andy Edwards’s Contact Settings

Interested In:

• career opportunities
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• new ventures
• job inquiries
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• business deals
• reference requests
• getting back in touch