The Annex has unveiled a new corporate identity and list of clients and announced the addition of new specialist services to its offering, including community management and tour marketing.
The Australian music marketing business has worked on grassroots campaigns behind 22 nominations at this year’s ARIA Awards, including FISHER (etc etc Music), Emily Wurramara (ABC), Lime Cordiale (Chugg), Teen Jesus and the Jean Teasers (Domestic LaLa), Hiatus Kaiyote (Ninja Tune/Brainfeeder), Mia Dyson (MGM), Casey Barnes (Chugg), Sycco (Future Classic), The Beefs (AWAL) and Bluey (BBC/The Orchard).
Alongside this, working closely with Ourness management team, Royel Otis garnered eight ARIA nominations, the most of any artist in 2024.
The Annex has also delivered a multitude of Top 10 ARIA Album and Single campaigns, including Shaboozey “A Bar Song (Tipsy)” which held #1 for five consecutive weeks this year (the first independent single to reach #1 in five years), and Lime Cordiale’s album “Enough of the Sweet Talk” which hit #1 in the ARIA charts in August (the first #1 independent Australian Album in 2024).
Over the last year, their diverse roster of both domestic and international acts has also included the likes of Tiny Habits, Willow, The Rions, Tiffi, Grinspoon, and Ninajarachi.
Recently, The Annex has expanded its offerings into community management, working with artists including Jessica Mauboy, Emily Wurramarra, Spiderbait, Grinspoon and Royel Otis.
The Annex was launched in 2018 by former Warner and Sony executive Mardi Caught. It offers a comprehensive range of services that drive sustainable artist development and audience growth, including tailored and flexible digital marketing strategies, community management, content creation and planning, scheduling and production, DSP strategy, media buying and management support.
Mauboy’s manager and Artizanx co-founder and director, Ken Outch, said: “We’re excited about joining forces with The Annex as they continue to grow in the digital marketing space. Artizanx continues to explore ways of connecting to audiences for their artists and we’re looking forward to how we continue that journey for Jess with the Annex team.”
The business’ new corporate logo pays homage to the original startup values of the business, while reflecting a renewed boldness about its place in the industry and the growth in services provided to some of Australia’s most exciting artists.
Caught said: “The first five years of The Annex has been such a steep learning curve, and the team have really helped shape and make the company even stronger post-COVID. I’m excited about the next steps we are taking – moving into community management and tour marketing, alongside the recorded music services we’ve always offered.
“Our new logo and rebranding not only shows the strength we are building in the marketplace, but the colourful attitude we are taking into it. We really feel that the global and local success that our client family are experiencing currently heralds the next phase of Australian music – and we can’t wait to see what it brings!”
The Annex team is led by Caught alongside Natasha Shehata, who oversees business development and collaborates closely with Hannah Heyen leading on artist marketing, and Elinor Williams, who manages the digital marketing and community management arm of the business with Elfira Vania and Will Patson.
Shehata joined from the UK in 2023, after serving as head of artist development at AWAL and holding roles at independent labels over the past 10 years, while Williams joined The Annex in 2021 following stints at TMRW Music, Ministry Of Sound and having co-founded artist management and music marketing business Good Sorts.
The Annex also works alongside Sarah Hamilton of Golden Hour music consulting across DSP Pitching.
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Top image: Mardi Caught