It’s time once again for the Black Music Coalition’s Excellence Honourees list, the organisation’s annual celebration of Black music business talent. Here, we meet Chloe Kyei, senior marketing manager at 0207 Def Jam & Polydor...
What does the BMC mean to you?
“It champions Black executives who are helping to build the infrastructure of the music industry. There are so many people shaping artists, campaigns, businesses and culture who are not necessarily visible to the public – so having an organisation that celebrates those contributions and creates space for the next generation is really important to me.”
What is the biggest obstacle facing young people who want to work in music?
“Access. Sometimes the biggest barrier is not a lack of talent – it is not knowing where the door is, or even knowing there is a door. Before entering the industry, I didn’t appreciate the breadth of careers within it. We need to make those pathways more visible and give people access to experiences and networks that help them understand where they could fit.”
And what are the qualities you need to establish yourself in this industry?
“Curiosity, good instincts and having an opinion. You should be able to explain why you believe something, while being open enough to change your mind when the artist, audience or data tells you otherwise. Relationships are very important, but I am actually quite reserved until I feel comfortable with someone. Once I am, you probably cannot get me to stop talking! Ultimately, I’d say just to be a good person.”
Tell us the secret to an amazing marketing campaign...
“Understanding that there is no formula. What works brilliantly for one artist could feel completely wrong for another. For me, it starts with the artist and the fans. Why do people care? What is the story? What feels authentic? Data is incredibly important, but it should inform creativity rather than dictate it. I always say, ‘Don’t resist the current.’ If something starts working organically, pay attention. Sometimes we become so attached to the original plan that we miss what the audience is telling us in real time. The best campaigns are where strategy and instinct work together to create something fans want to be part of.”
Can you name the proudest moment of your career so far?
“Chrystal’s The Days campaign is one of the ones I’m proudest of. I have such an eclectic taste in music and dance is one of my favourite genres. It can be easy to get pigeonholed into only working Black music or artists in proximity to Black culture, so I valued the opportunity to prove my marketing instincts could translate across genres. This song spent 64 weeks on the chart and received a BRIT nomination. Sometimes I have to look back at that and say, ‘Yeahhh, you did that, hon!’”
And the funniest story?
“I have so many, although some are probably more ‘laugh now, cry later’ moments! At Glastonbury, we had the bright idea the day before an artist’s set to print massive posters for fans. By 5am, I had found a printer, got the artwork approved and arranged delivery to the artist’s hotel. I got backstage and asked, ‘How are the posters?’ Everyone looked at each other. They had been left at the hotel lobby. Cue me convincing the receptionist to put this massive box into an Uber. Next thing I know, I am in a buggy going through Glastonbury with the box! We got them into fans’ hands with about 10 minutes to spare. Management looked at me in complete disbelief and jokingly said, ‘Who are you?!’ It sums me up quite well: if there is a way to get something over the line, I am going to find it.”
Finally, are companies doing enough to nurture talent from all backgrounds?
“I think we are doing more, but we should never feel like the work is finished. Getting diverse talent through the door is one thing; making sure people are supported, developed, given meaningful responsibility and can see a genuine route into the business is another. Also, it is about helping young people understand what it takes to build a career once they get the opportunity. I always say that you never know who is watching – the task that feels small today could be why somebody remembers your name tomorrow. Representation should exist at every level of the business, including in the rooms where the biggest decisions are being made.”
PHOTO: Calvin Ceile
