Online music platform Boiler Room has appointed former LADBible Group Marketing and Creative Director Stephen Mai to the newly created position of Chief Content Officer.
The role will see Mai overseeing marketing, communications, events, film, creative and editorial, which are now united under one division.
He has been tasked with driving growth through developing brand campaigns, editorial projects, original programming, franchises and social content.
In his previous role at social media and entertainment firm LADBible, Mai spearheaded brand campaigns such as UOKM8? and The Trash Isles.
For the latter, the platform lobbied the United Nations to turn the garbage patch in the Pacific into an official country, taking the plastic in the oceans epidemic into the mainstream.
The campaign reached over 400 million people and Al Gore, David Attenborough, Judy Dench, John Cena, Brandon Flowers, Chris Hemsworth, Mark Ruffalo and Jeff Goldblum all took part.
Mai has also developed talent led social franchises that have gone viral, most notably Judy Dench raps with Lethal Bizzle, which was watched over 11 million times.
Boiler Room founder Blaise Bellville said: “We are bringing these areas of the business together under one leader as we expand our content and distribution platforms to drive our brand and content pillars to a mass global audience.
“Stephen has a track record of transforming iconic youth media brands and taking them to new heights, we’re excited by his vision for the brand.”
blaise bellville, boiler room
“Stephen has a track record of transforming iconic youth media brands and taking them to new heights, we’re excited by his vision for the brand.”
Mai added: “Boiler Room is a cultural institution with an incredible brand story, built around supporting emerging talent, championing underground music scenes, throwing epic parties and telling stories which challenge geographic privilege.
“We’re the only digital brand that regularly connects with audiences in real life.
“With this credibility and authenticity comes the opportunity to explore and expand the world through narrative driven editorial projects, social campaigns, franchises, documentaries and platform agnostic content.
“We’re aiming to take the world of Boiler Room to more people, territories and platforms. Music is the catalyst for arts, culture, activism, travel, fashion and beyond.”
stephen mai
“This new division fuses marketing and communication expertise with content and editorial to create an opportunity to drive mass impact.
“We’re aiming to take the world of Boiler Room to more people, territories and platforms. Music is the catalyst for arts, culture, activism, travel, fashion and beyond.
“We have built an influential audience that is infused in these worlds and we will be developing products to engage with everyone of their passions.”
Prior to LADbible, Mai led the Vice Media UK and i-D audience development and marketing function to drive exponential growth across all of Vice’s core editorial and social channels.
He also took i-D from a predominantly print offering to a global digital brand, which saw quadruple digital audience growth.
Mai’s previous work has been recognized over 35 times with awards and nominations from the likes of the Webbys, Lovies, Masters of Marketing, Creative Circle, Media Week, The Drum Social Buzz Awards and beyond.
Music Business Worldwide
