Creative agency North Inc. has hired Dave Allen, formerly of Apple Music, as director of artist and music industry advocacy.
 
Allen comes to North after a long career in music, beginning as bassist for the post-punk band Gang of Four and culminating as a digital music visionary at eMusic.com, Intel and as of late, Apple Music where he spearheaded partnerships with artists and their managers as a member of the artist relations team. This is Allen’s second stint with North; he was previously a digital strategy director in 2010. In his new role at North, he will pioneer a forthcoming music venture and collaborate with artists and their managers to help them seek new revenue streams in the constantly shifting music business. 
 
“I’ve spent more than two decades working in both the music and tech industry, and I want to use what I’ve learned to level the playing field for musicians by creating revenue streams that go directly to the artist,” Allen said. “I want brands to license music directly from artists that are as authentic as their brand.” 
 
North has been built around music since its inception—in fact, CCO Mark Ray and managing director Rebecca Armstrong bonded at their first meeting over a Radiohead song they were both listening to at the same time. Ray was the force behind independent label Undertow Music, which worked with artists such as Jay Bennett of Wilco, and Clap Your Hands Say Yeah.
 
“It made perfect sense to collaborate with Dave on our vision of bringing bands and brands together in a new context. Our ambition is to develop, with integrity and soul, new revenue models between artists and brands,” Ray said. “Dave, like North, has music in his DNA.”