Sammy Andrews – Music Week’s 30 Under 30 list (2015), 2015 Women in Music Rising Star Award, Founder of Deviate Digital and Director of Entertainment Intelligence – has a long history at the forefront of the digital landscape. Having gained a 360 degree view of the music industry through her background as a concert promoter, artist manager and independent record label founder, Sammy Andrews took on a position as Head of Digital at the record division of 19 Entertainment in 2005, though her remit there expanded beyond music to cover brands including the Beckhams, the England football team and Honda.
In addition, Andrews led her own digital consultancy firm, Sabotage New Media since 2008: she’s worked with a broad range of artists and organisations including Annie Lennox, Island Records, Robyn, Sony, Universal Music, The Camden Rocks music festival, the Mama group, the United Nations and Comic Relief. From 2013-2015 Sammy headed up the Cooking Vinyl Group’s digital department looking after campaigns including Billy Bragg, The Prodigy, Marilyn Manson, The Subways, Carl Barat, Royksopp and many more as well as driving the company’s overall digital strategy.
A long-standing outspoken advocate of the value the digital revolution can bring to bands, brands and organisations she’s proven on many occasions that data is key to understanding and effectively marketing to your audience in this brave new world and is a respected public speaker on all manner of digital innovation and diversity topics. She has also spearheaded the Independent Label Playlist Brand initiative after calling on all independent labels globally to unite in an effort to rival the majors.
Sammy travels the world speaking at world renowned events about the future of the music industry including The Guardian, SXSW, Midem, BBC, Web Summit, AIM Music Connected, Great Escape, Way Out West and many more.