Connect Monkey Shoulder with a ‘Young at Heart’ audience aged 27-35 years old by adding true value to their lives through music


Define Monkey Shoulders position within music culture and write the global music strategy with a view to create their music platform. We collaborated with cultural leaders in key cities to help co-create the platform, for the culture, by the culture.


Execute a two-phased stage plan from: 

Research – Covering the competitor landscape, relevant upcoming trends, expert opinion and most importantly – the Monkey Shoulder audience.

Strategy – We conducted an away day with a group of key creators to co-create the platform, then applied expert advice from our cultural council and strategic insights to deliver the strategic framework




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Anna B during the research trip for Monkey Shoulder Tom sitting between vinyls, plants and an old stove Sirin in front of a sunny window and plants Shot of a woman holding a club card with a stamp on her wrist Theo and Rhianna during the Monkey Shoulder research trip Corner of Shoreditch with gloomy weather Green and white spread from a zine produced for Monkey Shoulder