Livestreaming Company Driift Hires Claire Mas as COO In The UK

Mas has been advising the company as a consultant since August 2020, and “has played an increasingly pivotal role in the expansion of Driift’s creative and commercial operations,” the hiring announcement states.

Mas used to work as head of digital at Island Records, where she led campaigns for artists including Sigrid, Mumford & Sons, Giggs, Ariana Grande, Robyn and Hozier.

Mas also led digital at Communion Music Group and, prior to that, started Music Ally’s digital training business. More recently she started a marketing consulting business advising clients such as Platoon and DreamTeam and managed campaigns for artists such as Princess Nokia and Victoria Monét. 

Under her guidance, Driift has attracted large audiences willing to pay for livestream tickets. By its own admission, Driift sold almost 500,000 tickets in more than 150 countries in just over nine months, promoting a series of shows in iconic buildings such as the Royal Albert Hall and Shakespeare’s Globe Theatre in cities including London, Glasgow, Parma, Melbourne and Los Angeles. 

Mas said, “I’m absolutely delighted to take on the role of COO and it’s an honour to be working alongside [ATC Managemet’s] Ric [Salmon] and Brian [Message]. 

“Driift is building something utterly distinctive in the livestream space, and our focus remains always around the artist and how to compel their audience into this new experience. It’s really inspiring to be at the heart of creating a critical new format in the industry. 

“My background in digital means I love creating new opportunities in an ever-changing environment, and it’s been really enjoyable exploring the unknown. 

“We believe passionately that this is a unique format of the future, capable of tapping into the global dynamics of streaming while delivering all the value and excitement associated with live performance.”

Driift CEO Ric Salmon commented: “Since formally launching Driift in August 2020, Claire has played an absolutely pivotal role in our successes – combining creative zeal, commercial acumen and an innate understanding of the digital landscape. 

“She’s an absolute linchpin of our team, and we’re over the moon to appoint her formally as COO as we enter what’s going to be another hugely exciting year filled with incredible shows.”