The biz's brightest new talents tell their stories - this week it's the turn of Sophie Alexander, 3 Beat's digital marketing & visual product manager.
How did you break into the industry?
I had volunteered at festivals and industry events throughout university, and in my final year I got an internship at 3 Beat, which I did for six months. That was my way into the industry as 3 Beat offered me a full-time job as a digital marketing executive after I graduated. I’ve been working my way up ever since.
What’s the best thing about your job?
The best thing about my job is the way 3 Beat has confidence in me to go off, collate creative assets and form a digital plan for each campaign I’ve worked on. Additionally, I love the fact 3 Beat as a company has expanded to genres outside of dance music, which makes every campaign really interesting as it means no two projects are ever the same!
Which new acts are you tipping for the New Year?
The artist I’m most excited about for 2019 is someone that we’re working with at 3 Beat called Sfven. He’s a super-talented guy that writes, sings and produces really catchy electronic pop songs. It’s going to be really interesting working with an artist at the very beginning of his career and seeing how it all develops. Being involved in the A&R side of it as well has been a learning curve, but it’s been great to be a part of.
What is your proudest achievement so far?
That would have to be being part of the digital initiative with the Kungs Vs Cookin’ On 3 Burners campaign for This Girl [1,324,918 sales, according to the Official Charts Company]. It’s still the biggest campaign I’ve been a part of to date, and the fact that song still has such prominence two years on is incredible!
What’s your one wish for the music biz in 2019?
I’d love for the music industry to focus less on data and trust the music itself. Last year, I found in every area of the industry that so much emphasis is put on a track’s immediate performance. Specifically, when breaking an artist, I think it’s really hard to get great data from the off when an artist is unknown to the consumer. You need the time and patience to really build something that is viable. Having more faith in the artist and the songs is what I’d really like to see.
SOPHIE’S RECOMMENDED TRACK:
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