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Music industry thought-leader Sammy Andrews launches new insight-based agency - Deviate Digital

Sammy Andrews, one of the music industry’s leading digital experts, today announced the launch of Deviate Digital. The move will see Andrews step back from her day to day role as director at data and analytics firm, Entertainment Intelligence (“EI”) but she remains a non-executive director on EI’s board.

Along with several in-house roles over the years at industry power-houses including 19 Entertainment and Cooking Vinyl, Andrews has long been an innovative and outspoken music industry advisor working with artists including Annie Lennox, Billy Bragg, The Prodigy, start-ups, managers, labels, DSPs and PROs as well as non-music projects with the likes of The Beckham Estate, Honda, Comic Relief and the United Nations.

Deviate Digital is a formal partnership between Andrews and the man behind Tileyard Studios, Paul Kempe and will be based at Tileyard Studios in the heart of the music industry’s new hub, King’s Cross.

The core team at Deviate include Andrews’ former Cooking Vinyl colleagues Rose Lawrence as Creative Director and Chris Oygarden as Director of Digital Marketing 

The agency offers a full 360 creative digital service from social marketing campaigns, media buying, fan base establishment and engagement, streaming strategies and asset creation to full digital strategy advisory. The team will also offer training days and high level advisory to both small and large organisations. 

On launching the new company Andrews said: “It is with great pride that we reveal Deviate Digital today. It’s a world class team and to have such an incredible array of talent at our core straight out the doors is a wonderful place to start this new adventure. We have also started a collective network of some of the world’s most dynamic and forward thinking companies to ensure our clients have access the very best technological advancements in all areas, ranging from Blockchain to Virtual Reality/Augmented Reality and data insights.“

“It’ll probably come as no surprise to those who know me that the idea with Deviate is not your standard agency… The clue is in the name really but we feel now is the time to push the limits of innovation and convention with this new venture. Whilst we’ll use tried and tested methods that work, what really excites me is the ability to go beyond that, to dare to look past the norm and provide industry leading digital advisory to the entertainment industry and beyond.”

Andrews’ long-time client Annie Lennox said: “Sammy has been my technological communications maven for 10 years, during which time I've watched her evolve into the cutting edge music industry luminary, commentator and influencer she has become.

Luddite that I am - Sammy supports me to engage with social media in a way that would otherwise be unfathomable... She has future vision and an uncanny understanding of the latest technology and how it affects the global communications zeitgeist. Now she is going from strength to strength with her new company 'Deviate Digital’. Watch this Sammy Andrews space!”  

On departing Entertainment Intelligence Andrews said:

“I’m very proud of the industry leading products we built at Ei and will continue to use and promote that incredible technology via our work at Deviate. However, during that process, it became clear to me that whilst so many people can access incredible insights from data, they need solutions and assistance to make that data actionable.  

We’re going to change that at Deviate and are already working with some of the world’s most inspiring labels, artists, managers and live events in digital marketing and digital strategy. We want to show the industry how to both access and then how to action their data insights to maximise every opportunity.”

Deviate Director of Digital Marketing Chris Oygarden added: "It’s something that we’ve talked about for a long time now, and I’m incredibly excited to get the band back together and to get started on our new venture. Over the years we've worked with some of the biggest artists in the world, along with some of the best new acts. We know the digital landscape inside out, and we are very much looking forward to offering our expertise to new clients. "

The music business reacted to the news today with messages of support from all corners of the industry:  

"As an intelligent and outspoken advocate for the future of the music industry it has been my great honor to watch Sammy advocate for the creation of a better and more digitally relevant music ecosystem. I cannot wait to see what Deviate Digital will deliver and expect nothing less than brilliance from Sammy and her amazing team.”

Benji Rodgers 

Founder of Pledge Music and Dotblockchain

“Sammy is top of her game.  Deviate Digital will no doubt be a huge success because with a dedicated individual like Sammy Andrews at the helm her expertise, drive and enthusiasm will make this an unstoppable success.”

Emma Banks 


“Sammy has a great reputation for being on the cutting edge which she has proved time and time again with my artist so the formation of this agency makes a lot of sense in this ever-changing climate and I've no doubt Deviate will become an invaluable service to the music industry and one that I will be using “  

Mick Paterson  

Stranger Management (Band of Skulls / Bones / Azusena)

“Sammy Andrews is a guru in the digital space. She has the background, knowledge and passion for the complexity that is the digital space. She is a most trusted guide to garner success for all who are lucky enough to be an ingredient in her salad. We wish her nothing but success in her new venture.”

Denzyl Feigelson

'Sammy’s impressive understanding of the way the music  industry is moving and her passion to help artists deliver on their vision will be a valuable asset to any campaign.' 

Nick Halkes

Artist manager (Liam Howlett, The Prodigy, DJ Fresh,Bad Company UK)

"Having known Sammy for years, she is one of the most forward thinking people in the industry, she really knows the digital market and is so persuasive and energetic in her approach that it is pretty inspiring.  She is renowned for saying it how it is, which is refreshing in this business."

Jo Smith

Warner/Chappell Music

“I have worked and known Sammy for many years now, working on various campaigns and she has to be one of the most loveliest, exciting, intelligent and creative people in this industry.  I am extremely lucky and honored to know Sammy and I love seeing her incredible ideas and talent and look forward to seeing what she does with Deviate Digital as I am confident it will be nothing but pure brilliance.   Sammy is the future of the music industry!”

Jo Hart

Managing Director - Hart Media

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