Luke Bevans

Luke was born and raised in Leicester, England. After being lucky enough to get to Magdalen College, Oxford University when 18, he decided that he wished to be neither an academic or be lawyer. Instead he wanted to emulate his heroes Tony Wilson & Alan McGee and attempt to work in music.

He was fortunate enough to land a job at indie-rock heaven, Hut Recordings, in 1999 as Label Assistant. Hut was home of some of his favourite bands, The Verve, Smashing Pumpkins, Gomez, Embrace and Placebo. He was told by David Boyd, who ran the label, and signed all the above artists, that quoting the label's catalogue numbers got him the job. These he can still recite on request.

By nature of being the youngest person at the label Luke inherited the upkeep of the label and band websites, and was made New Media Manager for Hut in 2003. This role was combined with New Media responsibilities for Innocent Records, then the UK's most popular pop label, and he ran two of the biggest pop websites in the UK in the shape of the Blue & Atomic Kitten official sites for 18 months.

A move to Universal Music UK quickly followed in 2004, after Hut was closed, to Mercury Records, the 4th largest label in the UK, as New Media Manager. There, as well as being involved in digital marketing initiatives and running artist websites for the likes of Razorlight and Mark Knopfler, he oversaw the transition of the label to one focussed on digital retail. Highlights were when Elton John had the first ever digital-only Number 1 midweek in the UK in 2005, Razorlight and The Killers combined launch events with Vodafone-sponsored gigs, and Orson won a Brit Award in 2007 due to fanbase and eCRM-driven initiatives. Whilst at Mercury Luke put together and executed the digital campaigns for U2 on ‘U218', Kanye West on ‘Late Registration' and ‘Graduation', Paul McCartney on ‘Memory Almost Full' and oversaw the breaking of Amy MacDonald and Kate Walsh, two female singer-songwriters, in the UK through digital channels.

In his spare time Luke ran a small indie label, Headwrecker Records, who had (very!) brief chart success with a long-lost band called Fans Of Kate, and co-founded the London venue The Luminaire, which was voted Time Out Venue Of The Year 2006.

Luke came to Australia in October 2007, as Digital Sales & Marketing Director for Universal Music Australia, hoping to make full use of digital means to break Australian Artists. He is more than happy to be here, and excited about the prospect of working and breaking artists through digital marketing and retail channels. Plus, he loves the fact he can watch the cricket in his office.

Finally, Luke is obsessed with Ryan Adams, and can happily talk to you about bootlegs, cover versions, and how he became a dribbling wreck when he ‘hung out' with him in New York.

Luke Bevans

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