Un:hurd Music has announced the launch of Contxt, a tech-enabled marketing agency for managers and labels.
The data-driven music marketing platform says that Contxt will replace its existing agency offering with a platform-based solution.
According to a press release, the agency "pairs AI-led data processing and pattern recognition with a team of human strategists who add cultural context", while a client-facing dashboard will give managers and label marketing teams live access to campaign performance, augmented insights and next steps.
The team is led by Contxt director Danny Desai, who previously held digital and marketing roles at Universal Music and Warner Music, and has also worked in talent management and label building in the independent sector.
"The pace of the music industry right now puts real pressure on artists and their teams – campaigns move faster, windows are shorter, the margin for error is smaller," said Desai. "But technology is evolving at speed too and that's an opportunity. Contxt is built to sit right at that intersection, allowing us to be dynamic and meet those demands, delivering the right information at the right moment.”
Contxt exists because the gap between having data and knowing what to do with it was costing teams real money and real momentum. Contxt closes that gap
Alex Brees, Un:hurd Music
Founded by Alex Brees in 2021, Un:hurd Music works with more than 200,000 artists and labels globally, and has secured investment from Kobalt founder Willard Ahdritz, along with EMPIRE, Dan Runcie's Trapital Ventures, Mindset Ventures MusicTech, Mr Eazi, Sam Feldt and Hazel Savage.
Last year, the company worked on domestic and international campaigns including the UK No.1 album from The K’s, Tinie Tempah’s global relaunch and Fraser T Smith’s artist project Future Utopia.
Contxt is aimed at managers and label marketing teams looking for an embedded campaign partner.
"The artists winning right now aren't just releasing music, they're building audiences they actually own," said Brees. "Contxt exists because the gap between having data and knowing what to do with it was costing teams real money and real momentum.
"Contxt closes that gap. We've done the hard work of understanding what drives real fan connection and real growth, and we've built this platform to work for the people who need it most. I’m incredibly excited to see this out in the world.”
Grammy Award-winning musician Imogen Heap, who is one of the agency's clients, added: “We’ve been working with Contxt for the first time this year. As an independent artist it’s always hard to find the right channels to use to reach your fans, but Contxt have done a great job at helping me do that. I’m really impressed.”
