The Annex is a marketing services business that partners with talent, management, and labels to create tailored marketing strategies, product launches and campaigns. We provide a wide range of services, including DSP strategy, project management, international exploitation, and creative direction. Our goal is to optimise campaign effectiveness within agreed budgets and timelines.
In 2024, The Annex won Best Marketing Campaign at the AIR Awards for Genesis Owusu and, in 2021, was awarded TMN Tinnies' Music Marketing Business of the Year. The team is also certified in Mental Health First Aid.
The Annex has worked with a diverse range of clients, including Passenger, Usher, ChillinIt, Willow, Kota Banks, Triple One, Ashwarya, Illy, Genesis Owusu, Ok Moon, Violent Soho, Anna Lunoe, and Lime Cordiale. We've collaborated with labels like UNIFIED, Mom + Pop, Ninja Tune, TMRW Music, Sweat It Out, and Central Station Records. We have led number 1 album campaigns for artists such as Lime Cordiale, Royel Otis, Hiatus Kaiyote, Sheppard, Eves Karydas, Shaboozey, The Screaming Jets, and The Veronicas.
Mardi Caught brings decades of global and domestic industry experience, holding senior executive roles at Warner, EMI, and Sony in Australia and in the UK. In the early 2000s, she served as Vice President of Talent and Music at MTV UK, where she also judged the Mercury Music Prize and BBC Sound of 2006. In 2018, Mardi founded The Annex - with the business core values to focus on artist development, alongside empowering industry professionals behind the scenes. The Annex has since led multiple #1 ARIA campaigns, secured Spotify RADAR and YouTube Foundry placements and won accolades like Best Marketing Campaign (AIR, 2024) and Music Marketing Business of the Year (TMN Tinnies, 2021). Her untapped talent? Obscure Star Wars references.
Natasha is a skilled music industry executive experience working for leading record labels in the UK (AWAL, Stones Throw Records, Ninja Tune, Brownswood). In her most recent role as Head of Artist Development at AWAL (Sony Music) in London, she led a team dedicated to devising and executing global marketing strategies for priority projects across AWAL. With expertise in creative marketing and project management, she is passionate about empowering artists and managers with impactful and innovative strategies to build audiences globally. In true British form, you might find her in a youtube deep dive of Stormzy deep cuts.
With a wealth of experience across events, touring and recordings. She previously worked at TMRW music in Australia as well as freelanced with an impressive roster of electronic artists in Europe. Heading up the digital arm of The Annex, she dedicates time to constantly expanding her knowledge on the ever changing landscape of social media and digital advertising to ensure relevant learnings and strategy are at the heart of all digital campaigns. As a passionate music fan, Elinor will always back the needs of the artist whilst singing their praises to the world. Outside of her love for music, Elinor’s mastery of baking is sure to get Paul Hollywood’s seal of approval.
Witha background in public relations, copy writing and performance, Hannah bringscreative experience to her campaigns. In the past, Hannah has led copywritingstrategy for FMCG brands (Tommy Hilfiger, Sheridan) as well as Netflix &Spotify, collaborated in Sydney Comedy and Fringe Festival shows and theatreproductions. Specialising in creative marketing ideation, digital strategy andproject management, she seeks to bridge the gap in communicating artistsidentity and creative vision. Returned from a year abroad living in London asthe Annex international rep, she’s jumping back into the vibrant Australianmusic industry.
Elfira is a pop culture junkie, avid music listener and concert goer. As a fan first, Elfira is an incredibly dedicated marketer who is particularly clued into the world of content, social media and the fast paced movement of trends. Joining The Annex with a background in publicity, a Bachelor in Marketing and a Master’s degree in Arts and Entertainment Management, our clients get to enjoy methodical planning and daily lectures on 5SOS.
The latest addition to The Annex team, Tara has burst into the music scene this year, driven by her deep passion for music and a desire to intertwine herself in the industry she admires so dearly. Her journey into the world of music is marked by a blend of enthusiasm, creativity, and an eagerness to learn. When she is not head down, staring into the soul of her computer, you can find Tara head down at her piano, writing/creating music with her furbaby, Whiskey.
Sarah Hamilton has been working in digital distribution and the online music space since its inception in Australia in the mid 2000s, and was the Regional Manager of Australia and New Zealand for Ditto Music for close to ten years. She loves helping independent artists gain access to opportunities, understand the digital world, and promote their music internationally. Sarah is also a co-founder of the charity One of One, which highlights women and non-binary people working within the music industry.Sarah has been listed in The Music’s Power 50 list of influential people in the Australian music industry twice, and was also awarded the Music Victoria inaugural award for an Outstanding Woman in Music for her work with One of One. She has recently launched her company Golden Hour, and is working with people and artists she loves.
Will is a passionate live music lover, Marketing Manager and Creative Producer. With several years of hands-on industry experience, he currently leads marketing and brand curation for some of your favourite festivals, artists and events. Will's expertise lies in fostering communities, devising compelling brand strategies, executing and analysing digital marketing campaigns and crafting engaging content that truly resonates with audiences. Alongside this, he is a proud board member of The Push, Australia’s leading youth music organisation.