Adam Keys
Director of International Artist Marketing
D'Addario & Company
[LinkedIn Profile](http://www.linkedin.com/in/adamkeys0)
Location: Newcastle upon Tyne, United Kingdom
Executive Summary
Adam Keys is the Director of International Artist Marketing at D'Addario & Company, Inc., a leading international manufacturer of musical instrument accessories. With over eight years of mid- to senior-level experience in both PLCs and global brand management, Adam leads D'Addario's European artist relations and marketing function from their Newcastle-based European headquarters. He is recognized for his expertise in digital marketing, influencer strategy, content creation, and international artist relations, managing endorsements and promotional campaigns for a roster that includes influential artists and bands such as Sam Fender, Michael Kiwanuka, Hozier, Mark Knopfler, Royal Blood, and The Specials.
Current Role and Responsibilities
D'Addario & Company
Director of International Artist Marketing (Jan 2019 – Present)
- Oversight of all European D'Addario, Evans Drumheads, and Promark artists and influencers, including world-renowned and emerging talent across multiple genres.
- Defines and launches pan-European, national, and hyperlocal influencer and artist marketing strategies for target regions: UK, Ireland, France, Germany, Italy, Spain, Portugal, Poland, and the Benelux countries.
- Leads brand campaigns across Evans, ProMark, and D’Addario, as well as digital marketing and PR strategy.
- Manages global D’Addario fretted instrument influencers, ensuring alignment of endorsement deals and maximizing promotional ROI.
- Orchestrates product launches and marketing initiatives, transitioning them to hyper-targeted, artist-driven approaches to maximize impact against sales objectives.
- Identifies and cultivates partnerships with emerging artists, influencers, and educators to build long-term relationships that reinforce D’Addario’s presence and reputation in the music industry.
- Hosts quarterly European marketing summits (notably with teams from Germany and France) and regularly coordinates with global marketing in New York, ensuring budgets, yearly strategies, and tactical market responses are aligned at the international level.
- Engages deeply in B2B and B2C content-driven marketing, including management and direction of original video and digital content (e.g., artist interviews, explainer videos, social campaigns).
- Works directly with chart-topping bands and provides personalized support, product development, and logistical coordination for artists, managers, and technical staff (e.g., custom sticks for Royal Blood, tailored content campaigns).
- Serves as a public representative at industry, community, and educational events, actively supporting D’Addario’s educational mission through partnerships with schools, universities, and music colleges (BIMM, ACM, ICMP, Newcastle College).
- Key role in D’Addario’s pandemic adaptation, leveraging increased instrument sales and digital content to sustain brand visibility and engagement despite live performance challenges.
- Manages D'Addario’s digital and social content ecosystem, including high engagement on platforms such as YouTube (approaching 110,000 subscribers as of 2024) and influencer-driven loyalty initiatives.
Professional Background
- Interim Head of Acquisition, ScS - Sofa Carpet Specialist (Aug 2018 – Jan 2019): Managed a seven-figure digital marketing budget, driving paid social from £0 to £4M in a year, setting a company online sales record of £22M.
- Senior Social Media Executive, ScS - Sofa Carpet Specialist: Led social/content teams, digital campaigns, and analytics/reporting.
- Social Media Account Manager, Curtis Gabriel: Managed 25 B2B/B2C client accounts, directed a team of six, delivered brand/marketing strategy across multiple industries.
- Marketing Executive, Ladhar Leisure: Social media and content strategy for hospitality brands, supporting major venue launches and offline/print marketing.
- Editor, RUSHONROCK: Increased site traffic by 52% in one year as editor; established an extensive professional network within the music industry through interviews and reviews of leading artists.
Notable Skills & Expertise
- Marketing Strategy: Deep experience in both digital and traditional marketing, with leadership in brand, go-to-market, content, and influencer marketing strategies tailored to both global and local markets.
- Digital Marketing: Proficiency in paid and organic social media (expert-level with Hootsuite, Content Syndication, Google Analytics, Facebook Analytics, Criteo), digital analytics, lead generation, paid media, and digital video/content management.
- Channel & Distribution Strategy: Knowledgeable in retail, e-commerce, omnichannel marketing, and B2B2C partnerships across Europe.
- Branding & Content Creation: Builds original artist-centered content, manages high-profile social promotions, and strategizes multi-channel digital campaigns to increase brand awareness and traffic.
- Account & Project Management: Designs and manages multi-artist endorsement deals, heads operational teams, and liaises with global and cross-functional groups.
Key Achievements & Activities
- Instrumental in growing D'Addario's European artist network, providing custom solutions for high-profile artists such as Royal Blood and facilitating global campaigns and product launches.
- Coordinated international content creation—including remote-managed shoots and loyalty-driven giveaways—leveraging D'Addario’s global artist roster for maximum exposure and engagement.
- Boosted digital presence and sales, including historic online sales growth at ScS and significant web traffic increases at RUSHONROCK.
- Led D’Addario’s engagement with educational institutions and youth programs as part of its corporate social responsibility and marketing outreach.
- Holder of Hootsuite Certified Professional designation (since 2014), indicating recognized expertise in social media management platforms.
Education
- Berklee College of Music (2021): Level 6 Post Graduate - Music Marketing: Strategy for Consumer Brands
- Northumbria University (2013): Bachelor of Arts, Journalism
- Northumbria University: Bachelor's Degree, field not specified
- Limavady Grammar (2009)
Languages
- English (Native)
Industry Focus
- Music Industry (musical instruments, artist endorsements, music education)
- Retail
- Marketing and Advertising
- Digital Marketing
D'Addario & Company European Operations Context
- The European HQ is located in Newcastle upon Tyne, running the company’s direct distribution and artist marketing across Europe. Chosen for its affordability, accessibility, and business infrastructure, Newcastle houses strategic functions previously centered in London or continental Europe.
- The team is highly active in the UK and internationally, supporting major artists and also focusing on grassroots talent development, music education, and live event programming.
- D’Addario places strategic emphasis on innovation, product reliability, and artist loyalty programs to differentiate from rising competition and maintain high brand equity.
- Adam Keys is a key conduit for artist- and content-driven initiatives, product feedback loops, and multi-country tactical execution in coordination with US global operations.
- The team maintains active collaboration across Newcastle (HQ), Frankfurt, Lyon, and New York, ensuring consistent delivery of marketing and commercial objectives.
Select Endorsements and Artist Relations
- Household names managed: Sam Fender, Michael Kiwanuka, Hozier, Tash Sultana, Mark Knopfler, Alter Bridge, Tom Walker, Royal Blood, The Specials, The Snuts, Architects.
- Education and youth outreach: Partnerships with top music colleges, universities and regular engagement with schools and youth groups nationally.
- Custom artist offerings: Development of artist-branded products (e.g., Promark sticks for Royal Blood), unique content campaigns, and loyalty-based promotional activities.
Insights for Engagement
Adam Keys is a decision maker and primary contact point for international artist marketing and partnerships within D’Addario’s European operations. His role and background indicate a strong data-driven and creative marketing approach, with demonstrated ability to scale high-impact campaigns, grow digital presence, and nurture long-term relationships in both the professional music industry and retail/digital sectors. Communications and proposals that emphasize measurable value, strategic partnerships, innovation in digital/content marketing, and alignment with artist-driven brand building are likely to align well with his professional priorities and responsibilities.
