Cat's Mother of the Month - Louise Higgins

Without further ado, this month's #catsmotherofthemonth is...*drum roll*...

The one and only Louise Higgins - AKA Digital Marketing Manager at Ministry of Sound! A true social media and digital marketing guru who we have the pleasure of having on our roster.

It’s safe to say Louise is the mastermind responsible for many of those beautiful campaigns of our favourite artists that we indulge in. Read on to hear why!

What do you get up to as a Digital Marketing Manager at Ministry of Sound?

My day-to-day is based around the online strategy of 50% of the label’s roster. From online advertising, to TikTok filters, I am across anything and everything you see online that promotes the music of any of our artists.

What route did you take to get to where you are today?

My first opportunity was at Jump Off TV, a live event and online video platform. The team also commissioned a BBC iPlayer show, Charlie Sloth’s Rap Up; an interview and performance-based show featuring the best UK and US rappers. I also helped co-edit a few episodes. This was my first introduction to the music/entertainment industry before moving onto Link Up TV as their Social Channel Manager. I was there for a few years before landing my role at Ministry.

Can you tell us about one of your most memorable/proudest projects or moments in your career so far?

My most memorable moment was speaking to Drake over DMs when I was logged into the Link Up Tv Instagram account (LOL). Another proud moment was attending this year’s BRIT Awards for the first time after working across the Best Song nominee (Riton – Friday), Best International Act and International Song double nominee (Doja Cat - Kiss Me More).

What common challenges do you come across in your role and how do you get around them?

Digital media is constantly changing and we are forever learning about new platforms and products, such as NFTs and the Metaverse. So we need to firstly educate ourselves on these new changes and also feedback to our teams and artists when we see these new areas of interest. Since lockdown, the importance of digital marketing has evolved and has now become the main form of marketing for any music track. Therefore, our priority singles usually have 8-week intensive plans filled with different digital activations on a weekly basis and so the work rate has to match the expectation.

Where do you get creative inspiration from?

A lot of inspiration comes from following other artist campaigns - especially from America. I feel like they are always one step ahead when it comes to creativity. I also follow a lot of digital creatives on Instagram so my feed is packed with their work that I usually add to my saved posts or to my ‘inspo’ folder to use when I start a new artist campaign.

What skills and characteristics are key in your area of work?

Skills-wise, I think you must be creative-thinking and have an understanding of different fan bases as Ministry is a multi-genre label. Characteristics-wise, you must have a strong work ethic and you must be self motivated! The amount of work that goes into one priority single is hard enough - but then you may have three live campaigns all happening at the same time so the work rate needs to be on 100 to deliver.

A few words of advice or encouragement for your younger self?

Believe in your own sauce. With social media people are constantly comparing themselves to others but the reality is people only show what they want others to see. More often than not, it’s the Ws and not the Ls they’re showing so don’t worry if you feel you are not where you want or need to be. Just focus on the now and on yourself. The rest will fall into place if you put the work in.