The band, the label team, the management team. One partner.
Tell Your Friends is a creative studio and performance partner for music and culture, run from London by Jeff Courtney. He started in a band, then did the same job he does now on a label team and a management team. So one senior partner can run the creative, ads, site and data for your release.
Started as the artist.
“I understand the artist voice because I have been the artist.”
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In bands
Years in touring bands
Ireland, then London
Support from the NME, the Guardian and BBC Radio 1, with a lot of touring in between. Alongside the bands, running promoted events across Ireland, before the move to London.
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On a label team
Mute Records
2018 to 2019
Marketing at the label: digital release strategy across the Mute 40 anniversary programme, reporting to founder Daniel Miller.
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On a management team
ie:music
2019 to 2020
Marketing across the ie:music roster, including Robbie Williams’ 13th UK number one album, The Christmas Present.
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Now
Tell Your Friends
Since 2020
Campaigns for labels, artists, managers and cultural institutions, from CIRCA’s art editions to BMG’s first Dolby Atmos release.
Results we can put our name to.
“Working together on the Marina project was a notable highlight. We couldn't have done that without your involvement. Your work has had a real impact, and we're grateful for the care and dedication you've brought to the team.”
Honest when it works. Honest when it doesn’t.
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Channels are tools, not identities.
Social, email, live, retail, PR and paid media each play a different role depending on the audience and objective. We use them in service of a wider strategy.
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Audience trust is a commercial asset.
We resist constant hard-sell when it weakens a long-term relationship. We build enough value and relevance that audiences choose to engage when the commercial moment arrives.
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Creative and commercial are not separate.
Great creative builds memory and affinity. Great reporting informs better decisions. Neither works in isolation, and neither should sit in a different department.
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Context is part of the work itself.
Timing, format, platform, audience mood and cultural environment all shape whether a campaign lands or gets ignored. We treat the environment as carefully as the message.
One partner. Three jobs that usually sit apart.
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Creative
Creative direction, motion, social assets and catalogue stories that make the project feel coherent wherever it appears.
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Web, stores and data
Campaign sites, Shopify stores, launch pages, fan journeys and the tracking behind them.
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Paid media and CRM
Meta, TikTok, Google, YouTube and email, run in-platform by the person who made the creative.
Tell us what you are working on.
One senior partner holds the whole campaign: strategy, creative, media, web, CRM and reporting, connected as one system.