Founder and CEO of Deviate Digital and former 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 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.
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 efectively marketing to your audience in this brave new world and is a respected public speaker on all manner of digital innovation and diversity topics. Andrews has never been one to shy away from activism and in 2015 she spearheaded the Independent Label Playlist Brand initiative after calling on all independent labels globally to unite in an efort to rival the majors and in March 2017 founded “Let’s Be The Change” the worlds biggest database for female public speakers in the music industry to help tackle diversity issues at music industry events. In 2019 she co-founded music4EU, an anti-brexit lobby group. From 2013-2015 Sammy headed up the Cooking Vinyl Group’s digital department looking after campaigns including Billy Bragg, The Prodigy, Marilyn Manson, The Subways, Carl Barat, Royksopp and many more as well as driving the company’s overall digital strategy.
She has traveled the word speaking at world renowned events about the future of the music industry including The Guardian, SXSW, Midem, BBC, Web Summit, AIM Music Connected, Way Out West and many more. In 2018 Sammy became a regular columnist in Music Week covering futurology within music industry and tech.
Awards and recognition – Sammy was named a leading voice in the UK Music industry by USA based Hits Magazine Nov 2018 Sammy was named one of the most influential people in the music industry in the She Said So Power List 2017 Sammy was named one of the most influential people in the music industry in the She Said So Power List 2016 Received the 2015 Women in Music Rising Star Award Sammy was named in Music Week’s 2015 30 Under 30 list Listed the shortlist for Music Business Worldwide’s 2015 Young Executive of the Year