General Manager Role at a Digital Record Label
Negla & I met in London whilst I worked at Vevo and her at Ministry of Sound. At that time she was Head of Digital, and one of the most bodacious ladies I had the pleasure to work with.
Since, she has out bodaciousaged (it should be a real word) herself, being promoted to General Manager for Ministry of Sound at the start of this year!
For me, this was a true treat, as I got to catch up and get to know Negla even more over a lovely Friday eve chat. Her nursing a rum, and me a whiskey.
What we talk about
✨ Negla’s current and past role at Ministry of Sound Record Label
✨ Artist’s she has worked with, including; Sigala, London Grammar, Doja Cat, Tate McRae, DJ Fresh, SAINt JHN, dodie, and more.
✨ Pathing your own way like Negla. Like putting on talent nights, & club nights) immersing yourself in what you love, street teaming for DJ Semtex
✨ The varying structures of Record Labels (what roles make up the team)
✨ The role of the General Manager & Head of Digital
✨ Tips on CV building, what labels are looking for, how to build your knowledge & connections
✨ Advice & tips working in a digital team at a record label
✨ Shout outs: Rihanna, Yari Shahidi, Celine Dion, Amy Wheatley
My guest
Negla Abdela
General Manager at Ministry of Sound
✨ Currently, Negla is General Manager at Ministry of Sound (promoted to this role in January 2021).
✨Prior to this role, she was the Head of Digital, where she oversaw the strategy & execution of all digital campaigns across the label’s roster including multi-platinum selling singles
✨ Negla grew up listening to a lot of hip-hop and pop
Path to now
✨ Initially, Negla went to Uni in Luton to do Graphic Design initially. But hated it as it was less digital graphic design, so she changed in the second year to Media Productions
✨ Whilst at Uni Negla:
- put on her own nights (talent & club nights) creating her own scene
- loved going to events like The Ultimate Seminar (one year Kelly Rowland spoke) & I Luv Live
- street teemed for DJ Semtex who ran Def Jam UK at the time
✨ Negla did not have a focus on one area but knew she wanted to work in the entertainment industry
✨ After uni Negla reached out to a variety of industries and did work experience and placements across the board in areas she loved (TV, Film, Music, Events)
✨ Through a contact, Negla got an interview for a Marketing Internship at Island Records which, at that time, was under Alex Boateng
✨ Whilst at Island Records Negla was as a Junoir Marketing Manager
✨ Negla then made a strategic move to look for Digital Marketing jobs early
✨ Negla thus joined Ministry. Firstly as a social media manager for the brand and club. But quickly moved over to recordings to establish the label’s first digital team
General Manger vs Head of Digital
General Manager
More people-focused and team management. Looking after financial targets of the label, ensuring the continued success of the label, and finding ways to do that.
Head of Digital
- Developing artist and the staff. Managed a small team, developed the team, and help with their success.
- Working with digital marketing managers to look after social media campaigns, audience development. For example:
- Do new and fun innovative stuff to engage with the label’s audiences. Creating content and looking after paid advertising.
- Also, work alongside the marketing team made up of Project Managers.
Project Manager
They look after marketing campaigns for the artist (branding, creating timelines and strategising, creating artwork, music videos, and content) and work with the promo team to ensure artist is being maximised across media.
Artists Negla has worked with…
✨ Sigala
✨ London Grammar
✨ Doja Cat
✨ Tate McCrae
✨ DJ Fresh
✨ SAINt JHN
✨ dodie
✨ Marshmello
✨ Childish Gambino
✨ Enrique Iglesias
✨ Jamie Cullum
✨ Nicki Minaj
CV & Interview Tips
CV
“Your CV is all about how you present your experience.”
✨ Customise your CV! Amplify certain skills for specific jobs. The skills you are going to upskill are different from job to job
✨ Put yourself in the recruiter’s shoes. They want to know who you are on 1 page, in 2 minutes
✨ Keep it to bullet points and list the main things (you can talk in more detail in the interview stage).
✨ They will quickly put you in a YES and NO pile and then they may dig deeper into the CV’s in the YES pile
Interview
“If you do not have any experience but you do stuff on the side…that tells me you are a self-starter, that you are an independent worker”
✨ This is the only time you can really boast about yourself so openly without it being arrogant. It’s a mindset Negla had to learn to get into throughout her career.
✨ I think everyone has this thought that we need to be humble. In an interview, they are looking for the best person for the job. So you need to go in there and sell yourself unashamedly
Advice & Tips
“ If I see anything on Instagram that I like, I save it in a folder called ‘Creatives’. And when I am looking for people for jobs coming up, I will look through that folder to see who is right for the project”
✨ Portfolios. You do not need to have big shiny sexy websites. You can have an Instagram page dedicated to your work and that is your portfolio link
✨ Now there is much more of a focus on what people bring to the table outside of your work skills. For example, your life skills and experience, your cultural capital, etc.
✨ Find your way above the parapet. For example, have your own playlist, your own mixes on Soundcloud, a community radio show
✨ Subscribe to industry trade newsletters. The Creative Corporation sends out newsletters and highlights the talent within its network
✨ It is mostly relationships. Reach out to other colleagues for recommendations
“ A lot of deals and a lot of jobs have been born out of relationships and networking”
✨ Reach out to the role you want to go into now as their entry-level is much more relevant
✨ The digital landscape changes a lot and quickly. Work on how to adopt the new thing if it makes sense to the campaign
“Build your network and your peer group, because they are more valuable to you than someone senior”
Shout Outs
✨ Rihanna — “watching her go from a pop artist to a businesswoman and an entrepreneur is really inspiring”
✨ Yara Shahidi — actress and a young activist engaged with driving and encouraging young people to register to vote and raise awareness around politics in America.
✨ Celine Dion — the first-time Negla saw her was in Vegas! Seen her multiple times since
✨ Amy Wheatley — Managing Director at Ministry of Sound
