Promo agencies Plugged In and They Do announce merger

In a significant development within the UK music promotion sector, the independent agencies They Do and Plugged In have agreed to merge, effective November 2023. This strategic alliance will unite their respective artist rosters and operational capabilities under the Plugged In banner.

They Do, established in 2018 by Liv and Dan Carson, has developed a reputation for its discerning artist selection and boutique approach. Their roster includes emerging and established acts such as Anaiis, Holly Humberstone, Inhaler, and Yard Act, reflecting a commitment to quality over quantity. The agency’s campaigns have garnered attention for their innovation and impact, earning them recognition at the 2022 Music Week Awards.

Plugged In, founded in 2007 by James Passmore, has long been a staple in the promotion landscape, representing a diverse array of artists including Haim, Anderson .Paak, Jessie Ware, and Little Simz. The company’s service portfolio extends beyond UK national and community radio to encompass European radio, publicity, UK television, social media, and artist management, providing a comprehensive promotional infrastructure.

The merger represents a pioneering collaboration between two major independent plugging outfits, with both parties aligning on a shared ethos prioritizing artist quality and tailored promotion strategies. This union is expected to enhance the combined agency’s resource base, enabling more robust support for their artists amid a fiercely competitive UK radio environment.

James Passmore expressed enthusiasm for the partnership, highlighting a longstanding respect for the Carsons’ work and the natural fit between their company cultures. The Carsons, for their part, acknowledged a positive rapport with Plugged In that had developed over nearly a decade, describing the merger as a seamless evolution that fortifies their capacity to advocate effectively for their clients.

The consolidation brings together a broad spectrum of talent, from They Do’s carefully curated emerging artists to Plugged In’s well-established acts, creating a dynamic roster poised to navigate the challenges of modern music promotion. Both agencies have demonstrated consistent success individually, with Plugged In receiving nine nominations at the Music Week Awards, underscoring their industry stature.

Details regarding operational integration and specific plans for client campaigns post-merger remain limited at this stage. However, the move signals a trend toward collaboration among independent promotion firms seeking to leverage combined expertise and resources to enhance market presence.

With the music industry’s promotional landscape continually evolving, this merger positions Plugged In as a more formidable player, equipped to offer artists comprehensive and strategic support across multiple platforms and territories.

Industry observers will be watching closely to see how this partnership influences the promotional dynamics within the UK and European markets, especially as it brings together two respected teams with complementary strengths. The merger underscores the importance of adaptability and collaboration in sustaining independent agencies’ relevance and effectiveness.

As the November implementation date approaches, further announcements are anticipated to clarify how the merged entity will operate day-to-day and what benefits artists can expect from this expanded infrastructure.