Sammy Andrews is a prominent figure in the music industry, celebrated for her innovative approach to digital strategy and marketing. With a career spanning various roles, including concert promoter, artist manager, and record label founder, she has gained a comprehensive understanding of the industry. Sammy has worked with major artists such as Annie Lennox, Billy Bragg, and The Prodigy, as well as non-music projects like Comic Relief and the United Nations. Her expertise in digital transformation led her to head digital departments at XIX and Cooking Vinyl Records before founding Deviate Digital in 2017.
As the CEO of Deviate Digital, Sammy has revolutionised the way artists and organisations engage with audiences, offering services like streaming strategies, social marketing campaigns, and data-driven insights. Her work with Annie Lennox includes collaborating on initiatives such as the Global Feminism campaign, which highlights women’s rights and equality worldwide. Sammy’s contributions have not only advanced the careers of individual artists but also set new standards for digital innovation in the entertainment industry.
Her dedication to pushing boundaries and embracing technological advancements continues to make her a leading voice in the music business.
