London-born singer and songwriter Olivia Dean signed to Universal label EMI in 2019 based on her self-released single, “Reason to Stay,” and a tour support slot with Rudimental. Dean was first developed under then-Virgin EMI subsidiary AMF Records, with a focus on building her visual story as she grew her live and social following. “She stood apart from other singer-songwriters for her relatable, down-to-earth lyrics and magnetic live performances,” says EMI MD Clive Cawley.

After releasing her first EP, OK Love You Bye, in 2019, Dean maintained steady growth on socials via a string of successful livestream gigs during lockdown for the likes of Mulberry and What We Seee. Eventually, Dean brought the gigs to real people via a bright yellow truck that she toured around the country with, offering free shows to communities around the U.K.—which was covered by BBC News and Blue Peter.

Dean’s first official gig, at the Camden Jazz Café, sold out instantly and went on to earn more than 7m views after a clip went viral on TikTok. In 2021 she earned her first Top 20 single with her cover of “The Christmas Song” as part of the Amazon Originals program. Dean’s latest track, “Danger,” arrived in October. Next year, Cawley says to expect a “huge headline tour” and the release of her first album.

Dean has also become a regular feature at fashion week, graced the cover of Wonderland Magazine and done shoots for Elle, Puss Puss and other publications. She is a Chanel ambassador and has upcoming campaigns with Chanel skincare, Nike World Cup and Ami Jeans Paris.

STATS

• 119k Instagram followers
• 107k+ TikTok followers
• 90k+ YouTube subscribers
• 1.9m monthly listeners on Spotify

TEAM

• Management: Emily Braham, Yo & Co Management
• Label: EMI
• Live: Summer Marshall, CAA
• Publishing: TBA