Creative digital agency F That has announced three internal promotions, a new creative hire and the official launch of F That Labs, its new experimental product division for music marketing.
F That is an award-winning digital creative agency producing content and interactive experiences for the music industry.
Founded in 2019 by Matt Pilcher, the agency has worked with artists including The Beatles, Deftones, Beyoncé, Radiohead, Olivia Rodrigo, Coldplay, Harry Styles, David Bowie, The Cure, BTS, Gorillaz, Ed Sheeran, Billie Eilish, Metallica and U2.
Stella Foster has been promoted to general manager, taking greater responsibility for the agency’s day-to-day operations and commercial performance.
Joni Mo has been promoted to designer & animator, while Grace Stewart-Ricketts has progressed to project manager.
“The promotions recognise the team's significant development and growing responsibilities across creative and operational work,” said a statement.
F That has also appointed Adam Taylor as designer & animator. Taylor has joined the agency from Universal Music, adding further music industry experience to the growing creative team.
We’ve always been interested in finding new ways for artists to connect with fans
Matt Pilcher
Alongside the team announcements, the agency is officially launching F That Labs, its new experimental product division creating bespoke games, quizzes and interactive experiences designed to drive streaming, engage fans and support data capture.
F That Labs has also launched a free social banner maker, giving artists and labels the tools to easily create their own correctly sized assets. The launch follows recent projects for Sony Music UK and Chrysalis.
F That founder and director Matt Pilcher said: “I’m incredibly proud of how much Stella, Joni and Grace have developed and the impact they’ve had across the company. It’s been amazing to see! Stella has played a huge role in helping the wider team evolve, while Joni and Grace have both made huge steps forward in their roles.
“I’m also really pleased to welcome Adam to F That. His experience at Universal, passion for music and understanding of content will be a brilliant addition to the creative team.”
He added: “F That Labs feels like a natural next step for us. We’ve always been interested in finding new ways for artists to connect with fans, and Labs gives us a dedicated space to experiment, build and turn those ideas into experiences that deliver meaningful results.”
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