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WARNER U.K.: JACQUELINE EYEWE
11/20/18

Senior Marketing Manager, Atlantic U.K.

Across her three years at Atlantic, Jacqueline Eyewe has had a hand in key marketing campaigns for U.K. and U.S. artists including Rita Ora, Fetty Wap, WSTRN, Kwabs, Young Thug, Kojo Funds and Lil Uzi Vert. Prior to joining Warner, she worked at Bauer Media, helping labels and artists to market singles and albums across its multiple radio, TV and magazine brands. One of her highlights this year has been working on the campaign for Rita Ora’s upcoming second album (and debut on Atlantic).

“Before we started in 2017 with the first single, ‘Your Song,’ Rita hadn’t been in an album campaign for over four years, so we had a lot to prove to reposition her at the forefront of British music,” says Eyewe. “Since the release of a number of successful singles, she now holds the title for most Top 10s for a British female ever, with 13 under her belt. [At Atlantic] we are always striving to make the music, marketing and everything around the campaign the best it can be and hopefully break some more records.”

In recent years, Atlantic has had a run of success with homegrown acts including Jess Glynne, Ed Sheeran, Anne-Marie and Clean Bandit. From where she’s sitting, what are the factors behind that? “Everyone at Atlantic has a really strong sense of passion and craft,” Eyewe answers. “We don’t have a massive roster compared to other labels, which allows us to really focus on the story and ambition of each artist. Despite music being such a fast-paced industry, we are still focused on the details of the campaign and leaving no stone unturned. We also really value the relationships we have with our artists, managers and the creatives involved in the process. These close relationships allow us to deliver the best work because we are able to get a real understanding of the artist and to have open and honest conversations.”

In terms of challenges in the business, Eyewe points to a lack of diversity in the industry, noting, “We’re seeing such a change in the music that is topping the charts, with urban music dominating and streaming hundreds of thousands of times a day, yet there still aren’t enough people coming through on the business side that understand and represent this music; it’s something that needs to change further.”

The mainstream rise of black music, and the genres that exist within it, is what’s most exciting to her about the business today. “Black music has always existed and been popular but, more recently, it has been able to play in the same pitches as the more traditional pop music, which is amazing,” says Eyewe. “We’ve seen it with Dave & Fredo—“Funky Friday” going to #1 in the charts along with so many Top 10 singles, albums and mixtapes from this genre. The only way from here is up and it’s a very exciting area of music to work in.”