Livestream platform Driift has hired former Island Records Head of Digital, Claire Mas, as Chief Operating Officer.
Driift is behind recent ticketed online shows for artists including Nick Cave, Niall Horan, Andrea Bocelli, Laura Marling, Dermot Kennedy, Kylie Minogue, Courtney Barnett and Biffy Clyro,
Driift says that Mas has been advising the company as a consultant since August 2020, and has played a pivotal role in the expansion of the platform’s creative and commercial operations.
Formerly Head of Digital at Island Records, where she led campaigns for artists such as Sigrid, Mumford & Sons, Giggs, Ariana Grande, Robyn and Hozier, London-based Mas also led digital at Communion Music Group and, prior to that, started Music Ally’s digital training business.
More recently she started a marketing consulting business advising clients such as Platoon and DreamTeam and managed campaigns for artists such as Princess Nokia and Victoria Monét.
Driift says that under Mas’s guidance, the platform’s digital marketing strategies have resulted in the sale of almost 500,000 tickets to music fans in more than 150 countries.
The company has promoted a series of shows in buildings such as the Royal Albert Hall and Shakespeare’s Globe Theatre in cities including London, Glasgow, Parma, Melbourne and Los Angeles.
Launched in response to the COVID-19 pandemic by ATC Management’s Ric Salmon and Brian Message, Driift has worked extensively with artist management teams and partners including CAA, BMG, WMG, UMG, DICE, Universe/Ticketmaster and Pulse Films.
“Since formally launching Driift in August 2020, Claire has played an absolutely pivotal role in our successes – combining creative zeal, commercial acumen and an innate understanding of the digital landscape.”
Ric Salmon, Driift
Ric Salmon, CEO of Driift, said: “Since formally launching Driift in August 2020, Claire has played an absolutely pivotal role in our successes – combining creative zeal, commercial acumen and an innate understanding of the digital landscape.
“She’s an absolute linchpin of our team, and we’re over the moon to appoint her formally as COO as we enter what’s going to be another hugely exciting year filled with incredible shows.”
“It’s really inspiring to be at the heart of creating a critical new format in the industry.”
Claire Mas, Driift
Claire Mas, COO, Driift, added: “I’m absolutely delighted to take on the role of COO and it’s an honour to be working alongside Ric and Brian.
“Driift is building something utterly distinctive in the livestream space, and our focus remains always around the artist and how to compel their audience into this new experience. It’s really inspiring to be at the heart of creating a critical new format in the industry.
“My background in digital means I love creating new opportunities in an ever-changing environment, and it’s been really enjoyable exploring the unknown.
“We believe passionately that this is a unique format of the future, capable of tapping into the global dynamics of streaming while delivering all the value and excitement associated with live performance.”
Music Business Worldwide