Director of Entertainment Intelligence & Sabotage New Media
Music industry advisor and director of Entertainment Intelligence, Sammy Andrews has a long history at the forefront of the digital landscape. Having gained a 360 degree view of the music industry through her background as a concert promoter, artist manager and independent record label founder, Andrews took on a position as Head of Digital at the record division of 19 Entertainment in 2005, though her remit there expanded beyond music to cover brands including the Beckhams, the England football team and Honda.
In addition, Andrews has led her own digital consultancy firm, Sabotage New Media since 2008: she’s worked with a broad range of artists and organisations including Annie Lennox, Island Records, Robyn, Sony, Universal Music, The Camden Rocks music festival, the Mama group, the United Nations and Comic Relief.
She’s a long-standing outspoken advocate of the value the digital revolution can bring to bands, brands and organisations. She’s proven on many occasions that data is key to understanding and effectively marketing to your audience in this brave new world, including leading the charge for a coordinated indie playlist strategy. Sammy was named in Music Week’s 2015 30 Under 30 list.