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Atlantic Records UK Reconfigures Label Set-Up to Boost Creative Team
Driving its management reshuffle is the creation of a new creative team, divided into three core specialties: conceptual, visual and video.
Atlantic Records' U.K. arm has strengthened its senior leadership team as it seeks to provide artists with new and deeper ways to engage with fans.
Driving its management reshuffle is the creation of a new creative team, divided into three core specialties: conceptual, visual and video creative.
Luke Tipping, former creative director at advertising agency Anomaly, who has previously overseen global campaigns for Beats by Dre and Nike, has been appointed to head the conceptual department. Atlantic says Tipping's role will focus on "storytelling" and building forward-thinking narratives for its artists and campaigns.
The visual team will be overseen by Annabelle Scott-Curry, responsible for creating a clear visual identity for the label's artists across all touch points, including photography, style and art direction. Rounding out the creative team is Dan Curwin, who takes up the position of director of video.
The Warner Music Group label also announced the promotion of head of digital Nick Long to the newly-created post of director of audience, where his focus will be on growing artists' audiences across all social and digital platforms.
Meanwhile, Claire Coster has been elevated to head of publicity in recognition of her work on globally successful campaigns for Ed Sheeran and British breakthrough artist Anne-Marie.
All appointments are effective immediately, with Atlantic's new creative division to sit alongside its existing A&R, promotions, marketing and publicity departments.
"Today's attention economy sees us and our artists compete for share of audience with not only other acts and labels, but also with content in all its forms," said Atlantic UK president Ben Cook announcing the restructure. He said that the addition of a new creative team would help the label "produce both purposeful and compelling content that's worthy of our talented roster, and helps push the boundaries of our artists' storytelling."
Cook said he worked with Atlantic UK general manager Katie White -- who joined the label in September from Vice Media -- to distinguish what he regards as the six key disciplines vital to artists in today's market: A&R, promotions, marketing, publicity, creative and audience. The reconfiguration of the label's senior leadership team is designed to strengthen those key areas and, Cook explained, "create a truly progressive 21st Century record company."
"This new structure empowers all our experts, and ensures we are industry leading in all disciplines," Cook said. "I'm excited to see how these improvements will enhance our work with our artists and partners -- and allow us to continue at the top of our game."