Highly regarded and experienced music industry executive Mardi Caught has thrown open the doors of her new company, The Annex.
Formerly General Manager for Warner Music Frontline Marketing, Mardi carries a weight of global and domestic experience, having earned a reputation as a skilled marketeer and digital strategist, most recently on campaigns for Ed Sheeran, Dua Lipa, Twenty One Pilots, Dune Rats, Illy, Kita Alexander and E^ST.
With the much-anticipated launch of The Annex, the marketeer will continue to bring the kind of passion and prowess to the music and entertainment space for which she is known. Already on board with The Annex are JOY., Didirri, Passenger, Kota Banks, BMG, Unified and Sheppard.
The Annex is a marketing services division that will work with talent, management and labels to tailor and deliver marketing strategy. Additionally it will offer DSP strategy, Project management, International exploitation and creative direction.
Clients will benefit from Caught’s International marketing experience honed in her previously held roles in the UK as International Marketing and Promotions Manager for EMI (Kylie, Robbie Williams, Doves), Vice President of Talent and Music at MTV UK and General Manager of Columbia Music Sony UK (Ting Tings, Mark Ronson, Kings of Leon, Calvin Harris).
While at MTV Mardi served as a judge for the Mercury Music Prize and also the BBC Sound of 2006. She returned to Australia in 2009 to take up the GM role of Day One Entertainment at Sony Music Australia, before heading to Warner Music to head up the frontline marketing division.
Said Mardi of this latest chapter in her career: “I’m thrilled about the new path I’m about to embark on. 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 have an alignment with the Unified Music Group which was founded by Jaddan Comerford. The Annex will take up residence at the Unified Music Group Office on Sydney’s William St as part of an arrangement with one of the fastest growing independent music companies which will deliver both a strong and creative business synchronicity.