FUGA’s top-tier marketing bolstered by new UK hires, attracts new signings


FUGA’s top-tier marketing bolstered by new UK hires, attracts new signings


  • New hires Liz Northeast and Alison Lamb strengthen company’s marketing & client services 
  • FUGA announces partnership with Peter Doherty’s new label, Strap Originals 
  • Success of Will Joseph Cook album “Something To Feel Good About” through The Vertex

Industry-leading digital distributor FUGA has further strengthened its marketing and promotion offering by appointing Alison Lamb and Liz Northeast to its London office. The pair join hot on the heels of recent success with Will Joseph Cook’s album ‘Something To Feel Good About’ (The Vertex) and ahead of a new partnership with Peter Doherty’s new label venture, Strap Originals. 

Liz Northeast joins in the newly created position of Client Relations Director EMEA. This follows an eight-year tenure as VP International at The Orchard and more recently leading the UK Artist and Label Development team at AWAL. Liz is charged with client engagement, development and market intelligence. 

Alison Lamb will also join the London office, as Digital Accounts/Marketing Strategy Manager. Previously General Manager at Prolifica Management, where she was instrumental in developing marketing strategies for You Me at Six and Two Door Cinema Club, Alison will be working with FUGA’s UK clients and DSP partners on creative, dynamic marketing campaigns. 

Signed to FUGA by Senior Director Business Development UK Charlie Dilks, Peter Doherty’s new label Strap Originals is intended to serve as a home for his own music and artists that are not currently being heard, but that he wants to support. 

Said label Director Jai Stanley, expanding further on the philosophy behind the new label “Peter and I want to help artists who are not getting chances, deals and more importantly exposure in the current climate. To offer hope in what feel like pretty dark days right now. Artists we work with must fit the profile in terms of spirit, words, melody.” 

Strap Originals’ first release will be the single “Oh Lover” by Trampolene, out 12 March. The label joins a FUGA roster of UK clients, including Domino, Ninja Tune and ie:music. 

Discussing marketing and promotion, Global Head of Marketing Services Craig May points out that FUGA — now part of Downtown Holdings – provides valuable marketing and promotional support as a matter of course, pitching releases to local and international DSPs, soliciting

targeted playlist opportunities and executing advertising campaigns. The Vertex artist Will Joseph Cook’s album “Something To Feel Good About” – for which FUGA commissioned an advertising campaign on TikTok – registered over 1.2 million videos on the video-sharing platform and has clocked up in total more than 60 million streams across all DSPs. 

Pat Carr, co-founder of The Vertex and owner of music marketing consultancy Remote Control Agency, cited FUGA’s impressive attention to detail throughout the album’s campaign: “FUGA’s fresh approach, digital reach and expertise as well as some well placed on-platform advertising, has made them a great partner for our experience and enthusiasm and Will’s own creative ideas”. 

Welcoming the new team members, Dorothée Imhoff, Managing Director FUGA UK/SVP EMEA said: “The addition of Alison and Liz to our UK office staff adds further value to the FUGA service With these excellent additions to our team, I am really excited about our ability to deliver the very best-in-class engagement, marketing and promotion services across our growing client base”. 

Looking ahead to FUGA building on their existing successes, CEO Pieter van Rijn commented, “In expanding our team in the UK, the increasing impact and profile of the London office offers our wide roster of global and UK clients a powerful and compelling partner to engage with in marketing and distributing their releases in what is traditionally one of the world’s strongest music markets.” 

About FUGA 

FUGA is the largest full-service B2B music distributor in the world. Mixing deep marketing prowess with continual investment in leading technologies, FUGA’s clients – from Armada, Better Noise and Curb to Mom + Pop, mtheory and Ninja Tune – get equal access to its all-encompassing services. 

Owned by Downtown Music Holdings, FUGA is one of the very few distributors to sit on the highest preferred partner tiers for Spotify, Apple and all other major DSPs. FUGA’s global marketing team operates across 17 countries. Together with marketing and distribution, FUGA’s holistic product and services suite – including analytics, royalty accounting, neighbouring rights, rights management and white label services – empower over 800 music rights holders globally.