Sophie Baldwin
Music Marketing / Influencer Relations / Artist Management / Founder of This New Century
Memphis, TN
instagram @sophiebaldwin
Linked In
Q What do you do?
“I empower indie musicians and visual stylists to amplify their online presence and unlock their creative potential.”
My area of expertise lies in fostering valuable connections between brands, artists, and strategic partners through meticulous digital consulting and comprehensive artist management services.
Drawing upon a keen ability to connect the dots, I curate impactful collaborations between my clients and influencers, ensuring broad-reaching engagements with a profound impact. From orchestrating outreach initiatives to crafting bespoke merchandise boxes that exude brand identity, I formulate comprehensive influencer plans that yield exceptional visibility to the most relevant audience, all while retaining a distinct sense of authenticity.
Additionally, for independent artists, I devise comprehensive 3-month album release marketing plans. This includes strategic influencer partnerships, leveraging curated playlists for maximum exposure, and implementing tactics to optimize social media follower growth.
Q What steps did you take to get to where you are now?
With a background entrenched in the music and creative industry, my journey began at Boo Boo Records in San Luis Obispo, CA, propelling me to pursue a Music Business degree with a Business Emphasis in the vibrant city of Nashville, TN. While pursuing my education, I had the privilege of interning at the indie label Oh Boy Records.
In due course, this transitioned into a full-time role, overseeing creative direction for the label, and crafting captivating social strategy plans for the label's roster of artists, including legacy-level acts, for album releases and influencer campaigns.
In 2023, I made the decision to relocate to Memphis, TN, strategically dividing my time between this vibrant city and the central coast of California. This transition has allowed me to embark on a fulfilling journey as a freelance professional, with the establishment of my own creative consulting and artist management venture, aptly named after a Dan Reeder song, "This New Century”
Q How do you stand out in your field?
My repertoire extends beyond the music realm, as I have orchestrated a multitude of highly successful influencer collaborations spanning diverse domains, involving professional skateboarders, surfers, art curators, dog influencers, and van life vloggers. These ventures have propelled my expertise to new heights, showcasing my versatility and ability to seamlessly navigate various creative landscapes. I find joy in pairing the unexpected.
I also can extend my services beyond individual engagements, offering illuminating consulting seminars tailored to companies seeking innovative and imaginative marketing strategies.
Q What are you working on right now?
Music influencer marketing for an Italian high-level fashion brand, indie artists, a recording studio, management for indie folk musician Dan Reeder and the stylist Rosey Williams, consulting for the marketing of an online music supervision master course, and a creative strategy seminars for a radio
Q What’s your style?
Drawing inspiration from the vibrant energy of 1970s Venice Beach, I find myself captivated by the free-spirited essence encapsulated in films like "Lords of Dogtown." This era symbolizes a raw, unfiltered passion that permeated the skateboarding culture, serving as a constant wellspring of creativity for me. Additionally, my artistic sensibilities are profoundly influenced by the bohemian allure of 1960s Paris, during the era of the French New Wave and the unvarnished brilliance of filmmaker Jean-Luc Godard. It is within this milieu that I discover a wellspring of rawness, evocative storytelling, and unabashed artistic expression.
Q Out of all your slashies, which one do you wish you could do more often?
More coastal inspired brands/artists
Q What is frustrating you right now?
Self-care is at the bottom of my to do list, so I'm working to find a more equal balance of incorporating more of it into my work life by only taking on projects I am passionate about.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
Schedule all my meetings and appointments for me :-)
Q What do you wish you could have told yourself, when, and why?
I wish I told myself that growing up in a small town has it perks, and that one day when I moved to a city, I would reminisce on being back in that same quaint community!
Q If you could talk to an expert to gain more insight on something, what would it be about?
I would talk to Bella Freud, to learn how to be so effortlessly cool. What books is she reading? What films is she watching? How does she stay so grounded while running a high level fashion brand?
Q What kind of opportunities/projects are you looking for?
I'm looking for indie musicians who need help with marketing their music, fashion brands wanting to involve high level musicians with their marketing, and projects needing influencer campaign management.
Q Describe your ideal job/client/collaboration.
My ideal client would be Stoned Immaculate or Realisation Par. I would love to help brands form genuine relations and collaborations with musicians for their marketing of music-inspired clothing.
Q What is your rate?
Starting Point Figures:
$40 an Hour for Consulting
$1500: 3-Month Album Marketing Plans
15% Cut for Management"
Q How should someone approach you about working together?
Email me at sophie@thisnewcentury.com and we can schedule a free consultation meeting! Or send me a message on LinkedIn
Q Who is a creative you admire?
Dan Reeder! He is a renowned painter and indie singer songwriter, based in Germany, who hand builds all his computers, instruments, mics, amps, designs all his album art, mixes, produces, and engineers himself (all self-taught). He is also a favorite artist of boygenius, who recently covered his song "Stay Down, Man". Dan's website is DanReeder.com.
Q Oh! and… how do you stay creative?
Driving through Big Sur sparks continuous inspiration.
This member profile was originally published in July 2023