Michael Mavor

06 December 2023

Firstly, could you please tell us a bit about CMG Digital, what you do and how you work with music managers and artists?

CMG Digital is a modern digital marketing agency for the music and sports industries, offering a human-first; highly accountable service in an area that can often seem overly technical and opaque.

We work directly with artists and managers (as well as labels and other companies) to craft impactful digital marketing campaigns that engage and grow audiences. This can be in the form of consultancy sessions to help individuals and teams develop their own digital skills; as part of specific campaigns; or as part of retainer agreements over an extended period of time. Think of us as an extension of an artist’s team, advocating for their audience development in the digital space.

Please share a bit more about your background, how did you get into your role and the work you do with managers and artists?

My name is Michael Mavor, and I’m currently acting as General Manager & Marketing Lead at CMG Digital.

I’ve operated in music marketing for more than a decade, having started my journey developing social media campaigns as part of a management company based in Glasgow, Scotland. More recently I led a successful London-based agency marketing team for more than four years before joining CMG in late 2022 to develop and deliver CMG Digital’s marketing services.

CMG Digital also employs a number of marketeers and creatives with significant experience in their respective fields to help us drive results and deliver highly impactful campaigns for our clients.

As a leading digital marketing agency with close ties to music management, tell us a bit more about your services and the importance you play in the music industry?

We provide services across three main areas of focus: social media management; digital advertising; and content creation. Often we will work with a specific client across more than one of these at a time given their synergies.

To market your music successfully you do need to consider the big picture – but the digital space really can be a silver bullet in finding audience growth and development. Getting your content on point; finding new fans with intelligent advertising; and building a cohesive social media strategy can be the catalyst for growth for new artists – and huge driver of revenue for established acts.

What has CMG been working on recently?

CMG Digital provides a variety of services across a diverse roster including Dire Straits who recently released a special boxset of their iconic live performances via Universal Music Recordings; and the legendary Trevor Horn who has a new album releasing in December 2023 featuring performances from an incredible list of talent including Seal, Iggy Pop, Rick Astley and many more. Previous clients include Rudimental, Youngr, Goodboys and more.

What are your plans for 2024?

We have a few significant campaigns delivering in the early part of 2024, but otherwise we’ll be continue to drive standards and deliver the most effective service we can for all current and future clients.

When is the right time for an artist or manager to start working with CMG Digital?

The adage, ‘the best time to plant a tree was 20 years ago. The second best time is now’ springs to mind…

Digital marketing and audience development should be considered an always-on activity. The music world in particular is still guilty of thinking in cycles which is not how audiences engage and interact with artists anymore – so our best advice is to consider seeking support across your digital strategy now, if you aren’t already.

What new music releases are you currently enjoying?

Sam Fischer – I Love You, Please Don’t Hate Me

Flyte – Flyte

Trevor Horn – Echoes: Ancient & Modern

Dua Lipa – Houdini

Lawrence – 23

What was the last gig you went to?

The Killers at Connect Festival, Edinburgh – somehow the weather in Scotland was beautiful for once!

Is there anything you would like to say to managers who are interested in finding out more about CMG?

We’re always open to even the most speculative conversations; ultimately we work in the world of music because we’re passionate about it and the people who make it. The first part of the process for us in speaking to managers or artists is to figure out where and how we can provide the most value, so the best way to find out more is to reach out.

Find out more about CMG Digital and check out some examples of their work here.

You can book a 1-to-1 Discovery Call with Michael here.

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