The biz’s brightest new talents tell their stories. Here, we meet CYOA account manager, Robyn Elton
How did you break into the industry?
Kind of ridiculously, but also quite appropriately. A mutual friend retweeted Colin Roberts at Big Life Management, who was looking for someone interested in social media and crisps to join him in building a social agency out of Big Life’s office. I sent him my CV, which was just a six second Vine video showing my previous experience written out with actual crisps that my dog then ate. He and Jazz Summers were into it and I joined Big Life a few weeks later! Three years on, I emailed Claire Higgins at online marketing and social media company CYOA Media with a Kanye West quote as my cover letter, and I’ve been with CYOA ever since, remarkably.
What is your favourite thing about the business?
I love that the music business and social media are ever-changing. I’m constantly learning and evolving my skills with every new social platform and update, and every new artist and campaign roll out. Working at CYOA has definitely helped with this factor as we work with such a varied roster (Arcade Fire, Florence + The Machine, Sam Smith, Liam Gallagher), and are always challenging ourselves to shake things up with unique ideas.
Where would the biz be without social media?
That’s a deep question! From a marketing perspective, I think people would still be throwing money at ‘appeal to all’ content and hoping a percentage of the broad target audience would cross over into the fanbase. The ability to hone in on such a specific audience through social media and coupling that with a bespoke content strategy that will appeal to that audience is the dream.
How do you tailor digital campaigns for different artists?
I’m a bit of a chameleon in my work, so I’m able to adapt quickly to each artist and work in a way that is totally unique to them whilst also using my experience and knowledge to elevate their campaign. No one artist’s vision is the same, therefore none of my ideas or content are the same. We’re currently working with Modest Digital on the Spice Girls comeback.
How excited should we be about that particular reunion, then?
Remember that feeling when your mum handed you a limited edition Spice World VHS Tin [released alongside the 1997 film] and she had got you the one with the Spice Girl you actually loved on it rather than the one she assumed you should love? [No, not really – Ed]. That excited.
ROBYN’S RECOMMENDED TRACK: Slowthai – Doorman