With more than 40 years of combined experience in the music and technology industries, Azi Eftekhari and Hannah Neaves are launching a new London-based creative agency called Remedy Inc.
Eftekhari has left her position as YouTube’s head of label relations (EMEA), while Neaves will continue her relationship with TaP Music (where she was most recently head of artist development & marketing) in the new role of creative director.
With Remedy, the duo aim to create “culturally significant campaigns for the entertainment industry,” according to a press release. The company is already attracting some high-profile clients: Remedy has executive-produced a Fashion x Music film for YouTube Music’s Legacy Series, which features Black British fashion brands and artists like Ms Banks and Tiana Major 9; and will manage paid livestreams for Universal Music Group’s newly-launched content studio, Mercury Studios.
In a press release, Remedy also teases forthcoming projects with Google, U.K. theatre production company Playful Productions (which is behind the forthcoming show Get Up, Stand Up! The Bob Marley Musical) and nonprofit communications agency Project Everyone, which was devised by British director Richard Curtis.
“Azi has long been a pivotal player between the worlds of music and technology and I feel privileged to be starting a business in such esteemed company,” Neaves said. “I’m looking forward to continuing my relationship with the phenomenal team at TaP Music in parallel with my exciting new venture with Azi.”
Added Eftekhari: “Hannah’s exceptional taste and creativity have been instrumental in shaping so much of the recent popular culture that I love, and I’m incredibly excited to be launching Remedy with her. I can’t wait to focus on delivering culture-defining work for our clients in the months and years to come.”
At TaP Music, Neaves oversaw the album marketing and creative for Dua Lipa’s Grammy-nominated sophomore album Future Nostalgia. Prior to that, she served as marketing director at Atlantic Records — where she helped devise Ed Sheeran’s Divide album campaign — and head of artist development at Polydor. In her new role at TaP Music, she’ll work on visual creative for Lipa and Ellie Goulding, among others.
Meanwhile, in her former role at the Google-owned YouTube, Eftekhari oversaw the launch of YouTube Music across Europe — having previously launched the Google Play subscription service in over 40 countries. She also brokered a first-of-its-kind deal between Google and British music industry trade body BPI to make Google Play (and later, YouTube) the official digital partners for the BRIT Awards in 2016, 2017 and 2020. Prior to YouTube, Eftekhari served as director of digital and publicity at Mercury Records, and has also served on the board of the Official Charts Company and Entertainment Retailers Association.