The Annex is getting an extension.

Mardi Caught’s marketing services venture recruits Elinor Williams as Client Strategy Director and Hannah Heyen as Label Strategy Manager, ahead of an expansion into Melbourne later this year.

Williams, a digital and social framework specialist with a knack for guiding long-term artist growth, most recently served as TMRW Music’s senior marketing strategist, and has worked with a bulging roster of electronic artists across Europe.

In addition to her new duties, Williams will be responsible for opening the Victorian office at an undisclosed date.

Meanwhile, Heyen, a skilled PR and copywriting, joins the Annex from the streaming space, where she served with Netflix and Spotify.

The new arrivals join The Annex’s Casey Logemann, an artist with across-the-board knowledge of the music industry, and Isabelle Galet-Lalande, formerly with Warner Music Australia, and Spotify before that, on the day-to-day liaison and execution of their clients’ strategies.

Lime Cordiale
Lime Cordiale

The new appointments bring a “wealth of expertise and experience to the team,” comments Caught, Head of The Annex, who notes Williams and Heyen will be charged with enhancing and coordinating relationships between artists, managers, agents and publicists.

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Melbourne, she continues, “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.”

The Annex has enjoyed a period of growth, during which time the business has handled international campaigns for Genesis Owusu and Passenger, and coordinated No. 1 album rollouts for Sheppard, Violent Soho and Lime Cordiale.

Incoming international projects include Porter Robinson, Adam Lambert and Tai Verde.

Caught, a veteran major label executive with international experience, launched The Annex in Sydney back in 2018, offering tailored marketing strategies to talent, management and labels.

Prior to launching the company, Caught had stints with EMI, MTV and Sony Music, Warner Music and more.