Ex-Sony Music exec Chloé Ameh is backing artists with new tech and digital expertise...
Technology aligns with the human touch for That’s My Jamm (TMJ), a new strategic music consultancy and artist management platform.
The start-up was founded by Chloé Ameh, a well-known industry figure who spent more than a decade at Sony Music, latterly as head of label management at Since ’93 and digital marketing at RCA. She worked on successful campaigns for artists including Beyoncé, Tyla, Tems and more.
Ameh says the launch of her own consultancy feels like a “very natural progression”.
“Working inside the system gave me an invaluable understanding of the ecosystem, the interconnections and, crucially at this phase of my career, where the real obstacles sit,” she tells Music Week.
Ameh has witnessed first-hand the disruption to the industry from new platforms and the shift in revenue models. Alongside the dominance of streaming, the volume of digital assets and short-form and long-form content has exploded in recent years.
“There are now more platforms, more formats and a much greater expectation of frequency,” she says.
Layered on top of this is the increasing power of the algorithm across platforms.
“Navigating it is an art,” says Ameh. “It determines what gets seen, what gains momentum, and often whether an artist is even able to stand next to their competition in the first place.”
TMJ operates as a consultancy and artist management arm.
“Through TMJ, I’m able to work in close partnership with artists, supporting them across strategy, management and independent releases,” says Ameh.
With her marketing expertise, Ameh stresses that “brand and artist identity still rely on consistent, considered, high-quality assets”.
In response to the increasing demand for content to support artists’ campaigns, Jamm Infinity was developed as a trend-led, AI-powered creative tool designed to support creative asset creation strategy.
“TMJ provides the human-led strategy and relationships, while Jamm Infinity is shaping the technology-led layer,” says Ameh. “Together, they reflect how the industry is operating now and where it’s heading next.”
Jamm Infinity is also designed to provide key insights and support decision-making.
“AI and technology play a pivotal and empowering role,” adds Ameh.
Jamm Infinity is in development for a small group of early testers, with their feedback helping to refine the overall experience.
“That process is just as important as the technology itself,” says Ameh. “Some of the most encouraging signs so far have come from conversations with creators and industry professionals.”
Ameh draws on fellow industry experts including Zeon Richards – she highlights his “long-standing work in artist management, A&R, live experiences and technology” – and tier 1 investment banking executive Collette Barton, who has provided input on commercial strategy.
Ameh’s former employer Sony Music is backing That’s My Jamm – alongside Digital Catapult and Channel 4 – as one of the 12 start-ups in the latest cohort of the Black Founders Programme. Designed to drive the growth of creative-technology companies, it connects entrepreneurs with mentorship, technical support and funding.
“The Black Founders Programme has played an important role in accelerating both the clarity and direction of the company,” says Ameh. “Beyond validation, it has provided access to expertise, structured support and space to move forward with more clarity.”
The backing has also reinforced her vision for the company and its potential.
“That level of support has helped sharpen strategic thinking, particularly around how the company can scale responsibly while remaining culturally and creatively grounded,” adds Ameh. “The programme has also created valuable opportunities for learning which have fed directly into the development of the platform.”
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