The Annex expands with new hires and Melbourne office

Pictured: Mardi Caught

In its fourth year of operation, Sydney-based The Annex announced a number of senior hires and plans to set up an office in Melbourne.

The Annex was set up by experienced international label executive Mardi Caught to work with artists, management, agents, publicists and labels to tailor and deliver marketing strategies at a time when breaking domestic acts was difficult.

Elinor Williams, who joins in the newly created role of client strategy director, was most recently TMRW Music’s senior marketing strategist and worked with electronic artists across Europe. Throughout her time with TMRW, Williams made it onto the TMN 30 Under 30 list.

Williams will set up the Melbourne office when COVID-19 restrictions allow it.

Caught said: “Melbourne is a place close to my musical heart, and it delights me that we can finally have a representative there to assist in the growth of the local artists and labels.”

Label strategy manager Hannah Heyen has experience in public relations and copywriting from her time in Netflix and Spotify.

They join Casey Logemann and Isabelle Galet-Lalande on the day-to-day liaison and execution of their clients’ strategies.

Logemann, as an artist and songwriter dabbling in production, touring and performing, is in the role of client services lead.

Galet-Lalande joins in specialised project management, having worked for Spotify and more recently Warner Music Australia.

Caught added: “These are key roles in the company and they bring a wealth of expertise and experience to the team.”

Since The Annex launched, it has run international campaigns for Genesis Owusu and Passenger whilst also coordinating #1 album rollouts for Sheppard, Violent Soho and Lime Cordiale.

The company has also worked on incoming international projects such as Porter Robinson, Adam Lambert and Tai Verdes.

Caught was formerly general manager for Warner Music frontline marketing, and previously held roles in the UK as international marketing and promotions manager for EMI, vice president of talent and music at MTV UK and general manager of Columbia Music Sony.

She returned to Australia in 2009 to take up the GM role of Day One Entertainment at Sony Music Australia, before heading to Warner Music in 2010 where she remained until 2017, as GM and then managing director of Atlantic Records.