The company was founded by CEO Angus Imlach, who previously served as the LA-based talent director at Crowdmix, while its core team includes the likes of former international marketing director for Universal Music, Jamie Hole, artist manager and festival curator Ross Patel, and music publicist Dave Morley.
Hole, who joins Sweetshop as international music director, was previously responsible for the international development and planning of Universal’s UK labels (Virgin EMI, Island, Polydor, Decca and Capitol) as well as international marketing & promotions for Universal’s US East Coast Label Groups (Republic, Island, Def Jam and Motown Records). He has overseen global strategy and launch plans for artists including Sam Smith, Emeli Sande, Robbie Williams, Iggy Azalea, Disclosure, The Vamps, John Newman, Jack Garratt, The 1975, Justin Bieber, Rihanna, Kanye West, Bon Jovi and The Killers.
Patel, who joins as Sweetshop’s global events & operations director, previously managed the Motion venue and Eton Messy imprint, in addition to serving as a festival curator for Glastonbury and the Secret Garden Party, while Morley has previously led PR campaigns for the likes of Solomun, Guy Gerber, Amine Edge & Dance, Darius Syrossian, Andhim, Adana Twins and Theo Kottis.
Sweetshop is currently preparing for a round of funding, however, it is set to combine traditional music management with online creator talent and is already developing content, strategy and partnerships for the likes of Ed Sheeran, parodist, The Singing Dentist, social media prankster Kevin Freshwater and Goubtube.
The agency has also built a music accelerator programme to help raise an artist’s following. The subscription service is designed for music artists of all sizes who want to grow a presence on social networks.