DHP Family Hires Head Of Brand Partnerships For Festivals, Venues & Concerts In UK

Deeney will take responsibility for the full life cycle of the brand partnership, from concept to delivery, building strategic relationships with current and future partners and developing new business prospects.

Deeney has previously worked on music campaigns for brands such as Stone Island, Reebok, Arena Homme, Vice, Fred Perry Subculture, Adidas, YMC, Eurostar and Absolut Vodka, and with artists including Justice, Honne, Steve Mason, Everything Everything, Friendly Fires, Badly Drawn Boy, Black Lips, Arcade Fire and Outkast.

Deeney said, “the importance of music and brands working together has changed so much over the last decade, especially in the live industry. I have always held the strong belief that it’s how that partnership is executed in form of the idea and its content that is important.”

Deeney has also worked with major labels including Universal, EMI, Warner Music and Sony BMG, and independent labels such as Domino, Rough Trade, Ed Banger Records and Heavenly Recordings. As part of his role at Upfront Media, he curated music activations and directed marketing campaigns at festivals such as Reading & Leeds, 02 Wireless, Download and Field Day.

He said, that “coming from a record label background and a music fan first and foremost, understanding how the cultural brand marriage works is key in producing events which are exciting and fresh. Working for DHP family is a fantastic prospect, they operate so many great live venues and festivals in London, Bristol, Manchester and Nottingham but more importantly they’re rooted with the correct ethics in what a good live music experience is really about.”

DHP Family managing director George Akins commented: “We’re delighted to welcome Richie to our team. We’ve recognised for some time the importance of brand partnerships, and we’re delighted to have now found the right person who can work with us to do it in a creative and forward thinking way.”

DHP Family currently operates eight venues across London and Nottingham, where it has offices, as well as Bristol. The company also produces, promotes and manages all aspects of major indoor and outdoor festivals, national tours and stand-alone shows across the UK.