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Launching the investment arm of a company that helped build the UK's electronic music scene
Brief The team behind AEI came to us with a plan to spin out a dedicated investment arm to support the next generation of innovators in the music industry. Alongside building its own music brands, the 25-year-old company had been quietly backing startups including NCS, Qube, The Collab and Let It Roll over the past decade. Now, it wanted to actively codify this aspect of the business, communicating its culture both externally and internally. Strategy What started as a launch brief turned into a business strategy overhaul, with our insights leading to what was then called AEI Group being split into two distinct brands: AEI Ventures and AEI Music. With this new focus, we were able to create a brand and comms identity for the investment company represented through a website build, social media strategy and launch press release. Outcome A fully defined narrative position telling the story of how a veteran music company launched an investment company to back the next generation of innovators:
→ Press release accurately represented across the music B2B press. → Launch event attended by 100+ industry professionals. → Launch of first seed fund met with 400+ applications.
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