Mardi Caught
Veteran industry executive Mardi Caught has launched The Annex, a marketing services company which boasts Pnau, Unified and Sheppard among its first clients.
Caught’s new venture will liaise with talent, management and labels to tailor and deliver marketing strategies, and takes office space within the central Sydney premises of Unified Music Group, through an arrangement with Jaddan Comerford’s established independent firm.
”I’m thrilled about the new path I’m about to embark on,” Caught explains in a statement. “The music industry is currently incredibly testing for developing artists in the domestic market. But the continually evolving marketplace also gives great freedom, which is both challenging and invigorating. I’m excited about The Annex being able to add those extra elements to the vision artists, managers, and labels have.”
The Annex will also provide DSP strategy, project management, international exploitation and creative direction. “It’s called the Annex because we’re the little bolt-on, the little addition to whatever it is you’re doing,” Caught tells Billboard. “It’s not one rule for everyone; you can use us wherever you need us, based on what your demands and necessities are in the marketplace.”
With The Annex, Caught opens another chapter in a decades-long career which has included stints with major labels in the U.K. and Australia. Until late last year, she served as GM for Warner Music Frontline Marketing, and as managing director Atlantic Records before that. From March 2009-October 2010, Caught was GM Australian artists and Day One Entertainment with Sony Music Australia, having previously served as GM with Columbia Records for Sony Music U.K. She also had stops with EMI and MTV Networks Europe.
In other news, Caught is one of the first confirmed keynote speakers for the 2018 Bigsound conference, which will take place Sept. 4-7 at Fortitude Valley in Brisbane, Australia.