Digital marketer and consultant Sammy Andrews is stepping back from her role at analytics startup Entertainment Intelligence, in order to launch a new digital marketing agency: Deviate Digital.

The company is a partnership between Andrews and Tileyard Studios owner Paul Kempe, with Andrews’ former Cooking Vinyl colleagues Rose Lawrence and Chris Oygarden on board as creative director and director of digital marketing respectively.

The new agency will handle social marketing, media buying, fan engagement and streaming strategies alongside other services like training.

Andrews will remain on the board of Entertainment Intelligence as a non-executive director, but will be giving up her day-to-day role in order to focus on Deviate Digital.

“It’s a world class team and to have such an incredible array of talent at our core straight out the doors is a wonderful place to start this new adventure,” she said in a statement.

“We have also started a collective network of some of the world’s most dynamic and forward thinking companies to ensure our clients have access the very best technological advancements in all areas, ranging from blockchain to virtual reality and augmented reality, and data insights.”

Andrews added that her experience at EI, which is one of several startups developing analytics tools and dashboards for music-industry clients, informed the decision to start a new agency.

“It became clear to me that whilst so many people can access incredible insights from data, they need solutions and assistance to make that data actionable,” she said.

“We’re going to change that at Deviate and are already working with some of the world’s most inspiring labels, artists, managers and live events in digital marketing and digital strategy.”

Andrews also recently launched an initiative called Let’s Be The Change, which is drawing up lists of potential speakers for music-industry conferences to help organisers bring more diversity to their lineups, including more women and more speakers from black, Asian and minority ethnic (BAME) backgrounds.

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