Adam Friedman is a record producer and A&R that has been at the forefront of digital music marketing since 2018 when he was an early adopter of TikTok.
After the success of producing and writing viral songs as Cookie Cutters, Adam moved onto marketing major label artists, presidential political campaigns and eventually running his own joint venture out of Sony's London office.
He is now dedicated to empowering creators to either become their own social media experts or have someone else take the pressure off of creating, editing and posting content.
AS SEEN IN
Authentic and easy content to help you build real fans
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SERVICES
Build a long term foundation on socials through simple and repeatable content that resonates with your niche, creates higher engagement and leads to viral moments.
CREATING, EDITING
& POSTING
Social ready posts to be approved by the creator
Text on screen, captions & hashtags all sorted for you
Scheduling of posts based around campaigns, shows and future rollouts
Content shoots if you're London based
COACHING & CONSULTANCY
Weekly 1-on-1 calls to develop an individualised strategy
Content ideas specific to the creator's needs
Regular support to answer questions about content
Accountability to make sure you're on track
Feedback and best practices to help maximise engagement
Data driven trends that are ubiquitous globally or fit your niche
Popular songs on the platform to edit, remix, cover and use in your videos
INFLUENCER & SOUND PAGE CAMPAIGN
Network of creators, soundpages and micro-influencers
Identify talent in your niche using data driven tools
Post scheduling, campaign management and content coordination
Budgeting & payments all sorted for you
NOTABLE CAMPAIGNS
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Shakira
- Legacy campaign
Led soundpage campaign for Shakira’s catalogue
OutKast - ATLiens
Led soundpage campaign for 25th anniversary of ATLiens
Chainsmokers
Led soundpage campaign for single Paris
Sigus Ros - Takk
Led TikTok soundpage campaign for 20th anniversary of Takk
Gordi - Like Plasticine
TikTok strategy and consultancy for Like Plasticine which has been nominated for Best Adult Contemporary Album at the 2025 ARIA Music Awards
Sports Team
- Boys These Days
TikTok strategy and consultancy for Boys These Days, the most recent album from Mercury Prize nominated band, Sports Team
Bad (Buskilaz Remix) - Blaiz Fiyah, Tribal kush
Signed to joint venture and led digital strategy for single
23 million YouTube plays and 12 million Spotify plays
Freak Ho - Lijay
TikTok strategy and consultancy for Jay Malakhi’s SPACE, leading to 2 million Spotify plays
Pistol - Andre Swilley, Cookie Cutters
Produced, wrote and led digital strategy for hit Pistol
3 billion TikTok views and 2 million video made to the sound
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By The Way (Make It To Me) - Erica Padilla
Produced, signed to joint venture and led digital strategy for single
4 million Spotify plays
Jay Malakhi - SPACE
TikTok strategy and consultancy for Jay Malakhi’s SPACE, leading to 2 million Spotify plays
CASE STUDIES
Indie Case Study #1 - Jay Malakhi
CONTENT CREATION
EDITING
POSTING
400% growth
in Spotify followers
+20 million
views
750% growth
in Tiktok followers
Rather than forcing an artist to reluctantly make content, Jay Malakhi’s campaign focused on simple, repeatable ideas without his involvement. There was zero spend on ads, influencers, PR or paid content and when the momentum was high, we were able to drive streams to his back catalogue as well.
CASE STUDIES
Indie Case Study #1 - Jay Malakhi
CONTENT CREATION
EDITING
POSTING
400% growth
in Spotify followers
+20 million
views
750% growth
in Tiktok followers
Rather than forcing an artist to reluctantly make content, Jay Malakhi’s campaign focused on simple, repeatable ideas without his involvement. There was zero spend on ads, influencers, PR or paid content and when the momentum was high, we were able to drive streams to his back catalogue as well.
CASE STUDIES
Indie Case Study #1 - Jay Malakhi
CONTENT CREATION
EDITING
POSTING
Rather than forcing an artist to reluctantly make content, Jay Malakhi’s campaign focused on simple, repeatable ideas without his involvement. There was zero spend on ads, influencers, PR or paid content and when the momentum was high, we were able to drive streams to his back catalogue as well.
400% growth
in Spotify followers
+20 million
views
750% growth
in Tiktok followers
100,000+
Total TikTok videos
2.5 billion
views
19 million
Spotify streams
Indie Case Study #2 - Lijay
STRATEGY
SOUNDPAGE CAMPAIGN
Lijay’s Freak Ho was his first breakout hit and he’s since gone on to garner over 120 million streams on Spotify using these same strategies. As seen in the graph to the below, the single maintained high daily streaming numbers and had multiple viral moments thanks to Lijay’s willingness to post consistent content across various snippets while we ran parallel soundpage campaigns and linked boosted posts to amplify the trend, not just drive streams.
Indie case study #3 - Bbyshanzz
COACHING
BRANDING
CONTENT CREATION
When Bbyshanzz first started working with Adam, her TikTok engagement was strong but there was no artistic vision or Instagram following. She’s since exploded on Reels, receiving millions of monthly views and gaining 25,000 new Instagram followers as she's brought together her comedy and artistry.
1,200% increase
in Instagram followers
8,000% increase
in Instagram views
68% increase
in Instagram followers
3,500% increase
in Instagram views
Indie case study #5 - Erica Padilla
STRATEGY
INFLUENCER CAMPAIGN
Erica Padilla created the initial spark for By The Way, engaging with fans through comments, video replies and storytelling. We were able to pour fuel on her fire through consistent content strategy and pushing multiple sounds and variations. Drip feeding spend into posts from micro-influencers and superfans allowed the record to keep having viral moments as seen in the graph below.
Indie Case Study #4 - MINKA
COACHING
EDITING
MINKA has an undeniable presence on screen but was stuck averaging dozens of likes per post. He now regularly receives 100,000s of views on his videos since brainstorming ideas with the team, using TikTok as a testing ground, cross-posting the best performing posts on Instagram/Facebook and capitalizing off extensive b-roll rather than relying on over-edited music videos.
STRATEGY
350k+
videos made on TikTok
+3 billion
views on TikTok
4 million
Spotify streams
MEET THE TEAM
Adam
CEO / Founder
Adam spends most of his time producing records and rollerskating around London. He now dedicated to a small roster of artists, empowering them through digital strategy and content creation.
Noemi
Stylist / Content Creator
With over 150,000 TikTok followers, Noemi is an expert in personal branding and keeping up with the latest trends. She regularly styles and directs content shoots for artists.
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Demi
Outreach / Campaign Manager
Demi has been an all rounder for the team for over three years, helping with design, running influencer campaigns and bringing an attention to detail when managing projects.
JB
Content / Editing
JB is a content creator and editor from London. When he’s not working on his own clothing brand and ventures, he’s busy helping the team to create content that resonates with Gen Z.
TESTIMONIALS
