In our latest edition of Rising Star, we meet Plug And Pattern founder Luke James Pascoe, who reflects on his career so far...
Why did you decide to pursue a career in music?
“I come from quite a musical family and was always encouraged to play an instrument when I was younger. After studying law at university and training as a barrister, I wanted to find a way to incorporate music into my career. I randomly bumped into [SBTV founder] Jamal Edwards at an event, and he introduced me to several people in the industry, such as Nines and J Hus. I knew from that moment I wanted to pursue a career in music.”
You founded your own agency. What’s the biggest risk you’ve taken so far?
“Ditching my nine-to-five job as a marketing manager at the start of lockdown and officially setting up Plug And Pattern. Although I’ve always worked with artists alongside previous jobs, whether that’s in a legal or marketing capacity, taking that plunge was risky. During the summer of lockdown in 2020, I moved back to London from Cornwall after a bit of a break – and the rest is history!”
How has the role digital plays in artist campaigns changed over the past year?
“Over the last 12 months, I’ve seen a huge rise in putting digital at the forefront of most campaigns. Whether that’s YouTube, Snapchat, TikTok, Twitter or Instagram, paid advertising, billboards in chicken shops with QR codes,
or clever activations, I think the digital route is becoming the preference over more traditional approaches to marketing campaigns.”
What’s the biggest trend you’re anticipating in 2022?
“I don’t think I’ve had a conversation so far this year without mentioning TikTok. I’m anticipating seeing more emerging artists breaking through via the platform in 2022 as the wealth of engagement and reach far surpasses the likes of Instagram’s ever-narrowing algorithm. Using influencers is becoming a staple for a lot of artists’ campaigns.”
Name the most innovative piece of work you’ve done so far and why...
“Allowing independent artists to market digitally without being signed, or paying large retainer fees. Working directly with an artist or manager is so important for connecting with their vision and finding the best strategies – there’s really no ‘one-size-fits-all’ for all artists. I feel this is the biggest innovation, without singling out one campaign!”
LUKE’S RECOMMENDED TRACK:
Fireboy DML x Ed Sheeran –