MOBO award nominee MC and Producer Novelist, had been traveling the world collaborating with artists like Skepta and Chase & Status whilst building a name for himself around the globe. After going independent, Novelist asked us to help develop his brand and record label MMM YEH records. We were set a brief focus of building a brand that resonated with his audience and gave him an identity. This included transforming his handwritten logo to a digital format, designing a website, merchandise range and marketing strategy. Additionally, we were tasked with the on-going management of his personal brand, record label and touring schedule. 



In anticipation of the full website launch and Novelist’s forthcoming release schedule, we developed a landing page which captured thousands of email signups to target fans directly for his latest releases. We also delivered a responsive website which provided a platform for Novelist’s music, videos, news and tour dates.The site was connected to the artists’ social media pages and digital music distribution platforms such as Spotify and Apple Music, giving fans the opportunity to connect with the artist on multiple platforms. The tour diary we included was automated which allowed fans to purchase tickets directly from official outlets. We also included an e-commerce store that could be launched once Novelist was ready to start distributing physical releases and merchandise via his website.
We created a handstyle logo for the Lewisham born grime artist which would be used across all future artwork and digital media. The artwork was used as a backdrop for the stage in Novelist’s international tour schedule. We also devised a digital marketing strategy to support his international tour, focusing on producing social media content. We placed Snapchat Geofilters at all of Novelist’s live shows and appearances, including Skepta at Alexander Palace, Boiler Room at Brixton Academy and Origin Festival in Australia. Our branded Geofilters achieved results – at Skepta’s show, we achieved a 60.5% use rate and reached 247,000 views in a venue of only 10,000 capacity.
We also managed Novelist and were involved in liaising with booking agents and label distributors; handling business, negotiations, contracts, enquires, promotions and press. Our tour management took us around the world with Novelist, travelling across the UK, Europe, Asia and Oceania managing finances, itineraries and operations on the road while developing relationships and maximising Novelist’s international opportunities.
We worked with Novelist to design a range of merchandise finished with custom hem tags and inside neck prints. In addition to the design of the clothing, we arranged local production for the multi-piece collection and provided a pricing strategy that would allow for growth in revenue whilst still being affordable for fans.