Award winning live music company DHP Family has brought in an experienced marketeer with a track record in the music sector as its new Head of Brand Partnerships.

Richie Deeney has been appointed to this newly created role working alongside managing director George Akins and director of live Anton Lockwood to deliver brand partnerships across its venues, festivals and live concerts. He 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 from Justice, Honne, Steve Mason, Everything Everything, Friendly Fires, Badly Drawn Boy, Black Lips, Arcade Fire and Outkast.

DHP Family currently operates eight venues across London, Nottingham and Bristol and produces, promotes and manages all aspects of major indoor and outdoor festivals, national tours and stand-alone shows across the UK. The company, with offices in London and Nottingham, has grown to become a leading name in the live music industry with a reputation for an innovative and creative approach to music production and promotion.

Richie 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.


“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. ”

His role will include taking 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.

DHP Family managing director George Akins said: “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.”

Richie has worked with the major labels such as Universal, EMI, Warner Music and Sony BMG as well as collaborating with 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, O2 Wireless, Download and Field Day.


Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.