Sarah Williams has been appointed head of marketing and communications, a newly created role, at the Music Support charity.
She has joined from Help Musicians, which supports professional musicians in the UK, where she was musicians’ engagement marketing manager.
Williams started her new role last month and reports to chief executive Joe Hastings, who previously worked with her at Help Musicians.
Music Support helps people in the UK music industry who are “experiencing substance use, addiction and/or mental health challenges”, and this year marks its tenth anniversary.
Alongside the work around that, some of Williams’ initial priorities will be “working on our marketing strategy, creating new guidelines and refining the ways in which we communicate,” according to Hastings.
He said: “I’ve had the pleasure of working with Sarah in a previous role and, over a number of years, I’ve always been impressed by her warmth, integrity and deep understanding of both the music industry and the charity sector.”
Hastings added: “Her ability to communicate complex, sensitive issues with authenticity and impact is exceptional. At a time when Music Support’s work has never been more vital, Sarah is exactly the right person to help us reach more people and ensure they know support is there for them.”
Hastings told In.Comms that the charity has created the new role of head of marketing and comms in preparation for “its next phase of growth and influence”. Amid rising demand for its mental health, addiction and wellbeing services, it is aiming for “clearer, more consistent communication about who we are, what we offer and how to access support”.
He said: “We recognised the need to move beyond ad hoc communications to a strategic approach that drives engagement, improves access pathways and reaches a broader and more representative range of people working in music.”
Hastings added: “Until now, Music Support has never had a dedicated marketing and communications lead. Creating this role reflects our evolution as an organisation and the scale of our ambition for long-term impact and cultural change.”
Williams has worked in the music sector for more than a decade, starting out as marketing assistant at the Great Escape Festival before joining Music and Media Assets in 2013 as a marketing executive. She subsequently spent several years working in marketing roles at Live Nation Entertainment, and in 2021 joined the Help Musicians charity as senior marketing communications officer.
Commenting on her new role, she said: “I’m excited to help amplify the mission of Music Support, ensure those who need support know where to turn, and to help drive lasting change in the music industry.”
Williams added that the charity “plays a vital role in championing the mental wellbeing of those working in our exhilarating but sometimes challenging industry, and delivers care with great compassion and understanding.”