In his elevated position, Armitage is charged with overseeing global marketing and daily operations for the label and its oversees brands, which includes Astralwerks Asia.
Armitage is based in Los Angeles within Capitol Music Group’s Capitol Tower in Hollywood.
Armitage assumes his new role after four years as Vice President of Marketing for Astralwerks, during which he oversaw the label’s domestic and international marketing efforts. Astralwerks says that he helped the company “rise to its stature as the No.1 dance and electronic label in US market share from No.9 in only 12 months”.
During this period, the label says that Armitage was integral to the success of many of its projects, including Marshmello and Bastille’s Happier, which has sold nearly 40 million adjusted singles worldwide, and the Grammy-nominated Piece Of Your Heart, from Meduza.
Other artists Armitage worked closely with during his time at Astralwerks include Alesso, Martin Garrix, The Avalanches, Meduza, Jax Jones, Jonas Blue and Alison Wonderland.
He also oversaw marketing efforts for Illenium, Zhu, Chemical Brothers, Bob Moses, Surf Mesa and Topic. Armitage was directly involved in forging a partnership with LEGO in creating a new character, L.L.A.M.A., and creating music for the project, voiced by Ne-Yo and Carmen DeLeon and, working with Netflix on the soundtrack to the film, He’s All That, which marked the acting debut of Addison Rae.
Prior to joining Astralwerks, Armitage was an International Marketing Manager for PM:AM Recordings, the UMG-owned dance label.
Joining that company in 2014 in London, Armitage marketed projects for artists such as Avicii, Alesso, Axwell /\ Ingrosso, Afrojack, Tiesto, Jonas Blue and Jax Jones.
He was previously Label & TV Manager for Metropolis Group, the UK-based recording studio complex, having overseen all record label, music publishing and TV operations for the company from 2011 to 2014.
Armitage began his career as a synch assistant at Universal Music Publishing Group in 2008 in London, and then became a product manager at UMG’s Universal Strategic Marketing in 2009.
“Luke has been integral to the growth and success of Astralwerks since he joined in 2018, leading numerous game-changing campaigns and expertly guiding our team.”
Toby Andrews, Astralwerks
Toby Andrews said: “Luke has been integral to the growth and success of Astralwerks since he joined in 2018, leading numerous game-changing campaigns and expertly guiding our team.
‘”His forward-thinking approach to international and domestic marketing as a combined discipline has really taken the label to the next level, and I’m so thankful to have him growing into this new role as we look into the years ahead.”
“We are incredibly fortunate to be working with the most forward-thinking artists in the industry, and I thank them – and their managers – for their daily trust in me to help them tell their story through their art.”
Luke Armitage, Astralwerks
Armitage added: “We are incredibly fortunate to be working with the most forward-thinking artists in the industry, and I thank them – and their managers – for their daily trust in me to help them tell their story through their art.
“Astralwerks has been the pioneer for dance and electronic music in the US for the past 30 years, and I’m incredibly thankful to Toby, [CMG Chair & CEO] Michelle Jubelirer and [CMG President] Arjun Pulijal for the opportunity to help write our next chapter by expanding our artists’ presence globally.”Music Business Worldwide
The best of MBW, plus the most important music biz stories on the web. Delivered for FREE, direct to your inbox each day.
