Love To Be
A 31-year Northern house music institution, rebuilt for the feed
A Sheffield house music label with 31 years of heritage and a digital footprint that wasnt doing it justice. Addi took over strategy and social, rebuilt the brand voice, and swapped lineup flyers for crowd emotion and founder storytelling. The work shifted the channel from a 25% promo-heavy feed to a heritage-led content engine built on archive footage, founders on camera, and the cultural distinctiveness no competitor in the UK over-25s house space can match. Key moves: 615 videos audited across Love To Be and the benchmark brand to build the strategy on evidence. Promo content cut to a 10-15% target. Community and emotion content lifted from 7% to a 30-35% target. A Notion-run content pipeline replaced ad-hoc posting. 31 years of heritage, 120+ radio stations, 7M weekly listeners and three flagship 2026 events were unlocked as a content moat.
Addi brought a completely different level of rigour and creative ambition to Love to Be's social media, and the impact was immediate. She started with a forensic content audit across our competitive set and own channels, analysing thousands of content pieces, from video to web presence, against the best-performing brands in our space, and used that to build a clear, evidence-based strategy based on cultural intelligence for a plan rather than instinctive, helping us expand our brand voice to match our growth vision. The depth of that research shaped everything that followed: the content pillars, the production standards, the mix between heritage storytelling, community content and promotion. Alongside the strategy, she built a fully structured workflow in Notion that gave the whole team proper visibility across planning, scheduling, approvals and delivery, something we had genuinely never had. The content quality improved significantly, and the results followed with strong increases in engagement, reach and performance across all channels. What stood out most was how much came back beyond the original scope, and how well it was thought through. Addi combined real creative instinct with strategic thinking and a genuine understanding of dance music culture. She got what Love to Be is, not just what it posts. I would recommend Addi London without hesitation to any festival or music brand serious about raising the standard of their social media.
