DHP Family has appointed Richie Deeney to the newly created role of head of brand partnerships.
The promotions company has revealed that Deeney, who has worked previously with major and independent labels and festivals, will deliver brand partnerships across DHP Family’s venues, festivals and concerts.
He will be based in the company’s London office, working alongside managing director George Akins and director of live Anton Lockwood.
Deeney said: “The importance of music and brands working together has changed so much over the last decade, especially in the live industry. I have always held the strong belief that it’s how that partnership is executed in form of the idea and its content that is important.
“Coming from a record label background and a music fan first and foremost, understanding how the cultural brand marriage works is key in producing events which are exciting and fresh. Working for DHP Family is a fantastic prospect, they operate so many great live venues and festivals in London, Bristol, Manchester and Nottingham but more importantly they’re rooted with the correct ethics in what a good live music experience is really about. ”
Working for DHP Family is a fantastic prospect
George Akins said: “We’re delighted to welcome Richie to our team. We’ve recognised for some time the importance of brand partnerships, and we’re delighted to have now found the right person who can work with us to do it in a creative and forward thinking way."
Deeney has previously worked on music campaigns for a range of brands including Stone Island, Reebok, Arena Homme, Vice, Fred Perry Subculture, Adidas, YMC, Eurostar and Absolut Vodka.
He has worked with artists such as Justice, Honne, Steve Mason, Everything Everything, Friendly Fires, Badly Drawn Boy, Black Lips, Arcade Fire and Outkast.
Deeney’s past experience also includes collaborations with major labels Universal, EMI, Warner Music and Sony BMG and independents such as Domino, Rough Trade, Ed Banger Records and Heavenly Recordings.
While at Upfront Media, he curated music activations and directed marketing campaigns at festivals such as Reading & Leeds, 02 Wireless, Download and Field Day
DHP Family operates eight venues across London, Nottingham and Bristol and produces, promotes and manages several major indoor and outdoor festivals, national tours and shows across the UK. Its projects include Ed Sheeran, Dot To Dot Festival and venues such as London’s Oslo and Bristol’s Thekla.