Remedy is a creative agency that aims to deliver “culturally significant campaigns for the entertainment industry”.
Eftekhari has exited her role as Head of Label Relations (EMEA) at YouTube, while Neaves will continue her relationship with TaP Music via a new role as Creative Director, working on artist visual creative for Dua Lipa and Ellie Goulding, amongst others.
Drawing on their combined 40 years’ experience spanning record labels, artist management, Google and YouTube, the duo specialize in digital innovation, content creation, brand and audience development, bespoke activations and individually tailored events.
Their first projects include a Fashion x Music film for YouTube’s Legacy Series featuring Black British Fashion Brands and artists including Pa Salieu, Ms Banks, Tiana Major 9, NSG and George The Poet, for which they were Executive Producers; and general management of paid live-streams for Universal’s new content studio Mercury Studios.
They will shortly be announcing a further project with Google; and with West End producers Playful Productions (producers of Frost/Nixon, Wolf Hall, The Audience and the forthcoming Bob Marley Musical), as well as Project Everyone – the non-profit communications agency devised by Richard Curtis; as well as a number of further clients.
In a career spanning 20 years, Neaves has achieved numerous chart-topping records, millions of sales and was instrumental in developing the careers of some of the world’s biggest artists, including Dua Lipa, Ed Sheeran, Rihanna, Ellie Goulding and James Blake.
After starting her career as an intern at EMI, she rose through the ranks, becoming Head of Artist Development at Polydor, Marketing Director at Atlantic Records – where she was part of the team behind Ed Sheeran’s record breaking Divide album campaign – and most recently Head of Artist Development & Marketing at TaP Music.
There, she oversaw the album marketing and creative for Dua Lipa’s second album Future Nostalgia.
As Head of Label Relations (EMEA) at YouTube/Google, Azi Eftekhari oversaw the launch of YouTube Music across Europe building on the experience gained when she launched the Google Play subscription service in over 40 countries.
She brokered a deal between the BPI and Google, which resulted in Google Play (and later YouTube) becoming the official digital partners of the BRIT Awards in 2016, 2017 and 2020.
She was previously Director of Digital and Publicity at Mercury Records. She has also served on the board of both the Official Charts Company and the Entertainment Retailers Association.
“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.”
Hannah Neaves said: “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.
“I’m looking forward to continuing my relationship with the phenomenal team at TaP Music in parallel with my exciting new venture with Azi.”
“I can’t wait to focus on delivering culture-defining work for our clients in the months and years to come.”
Azi Eftekhari added: “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.”Music Business Worldwide