The Tower Tapes

Sony Music faced a gap in its owned media channels, lacking a brandable platform that could serve as a marketing tool for localized content. When artists visited, it was often difficult to convince media partners to engage in traditional promo. Sony needed a scalable solution that allowed artists to showcase their work to fans and multiple media partners at once, while also providing high-quality content.

Fans and media partners seek more than just traditional promo—they want engaging, localized experiences that feel personal and authentic. There was a clear opportunity for Sony to create a sub-brand that could extend beyond one-off events, offering artists deeper connections with their audience while providing Sony with long-term promotional assets.

I developed The Tower Tapes, a scalable, brandable sub-brand for Sony Music. Responsible for everything from branding and strategy to securing artists like Nothing But Thieves, Tom Grennan, and Girl In Red, I turned the A'DAM Tower office space into a stage for intimate performances. The platform offers localized content, fan engagement, and a powerful way to showcase artists to multiple media partners simultaneously. It also opens opportunities for future merchandising, partnerships, and broader artist promotion.

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Please check out the YouTube channel of Sony Music here to view all full performances.

To have a sense of the banding and visuals of this platform, visit the official Instagram page here or see a glimpse below.

Nothing But Thieves

Henry Moodie

Girl in Red

Alvaro Soler

Tom Grennan

Myles Smith