Serenade Launches New Platform, Announces Global Hires

Serenade has unveiled its new white-label platform alongside strategic appointments that position the chart-eligible Smart Formats company for significant expansion following its acquisition by ASX-listed Vinyl Group last September.

The UK-based music-tech company has appointed Matt Drayton as Sales Lead and Jamie Parmenter as Operations and Product Lead, both reporting to Germán Rodrigo, Head of Product and Growth at Vinyl Group.

Drayton brings over 13 years of experience spanning artist partnerships, digital marketing, e-commerce, and distribution from previous roles at RTM Industries and Ostereo. He also serves as a Board Member of ERA (the Digital Entertainment and Retail Association). His responsibilities include liaising with artists, management, labels, and partners while developing art formats and marketing support.

Parmenter focuses on discovery and product growth alongside managing day-to-day operations to support Serenade’s expanding physical and digital music partnerships. His expertise in bridging physical and digital formats stems from previous roles at SpinBard and Vinyl Chapters.

These appointments coincide with the launch of Serenade’s white-label platform, which features self-service uploads, one-tap fan access, and streamlined pricing designed to simplify releases for artists and their teams.

Serenade has already demonstrated its impact on the UK charts through recent No. 1 album campaigns. The K’s achieved success on the Official Albums Chart, while Craig David topped the Official Album Downloads Chart and Nova Twins claimed the top spot on the Official Rock & Metal Albums Chart through the company’s pioneering chart-eligible physical-digital merchandise collectables.

The company’s Smart Format campaigns showcase diverse collaboration approaches. Recent examples include mini cassettes and clothing tags linking to album pre-orders at a Mariah Carey fan event in London, a Babymetal Kerrang magazine cover feature with album-unlocking stickers, and Burna Boy mini-cassettes and content exclusives at Wireless Festival. Additional campaigns featured a Craig David tour-edition lanyard with exclusive album access and a Tom Odell mini CD unlocking pre-release tracks.

“Serenade has built a powerhouse roster of artist collaborators, and it’s a privilege to support them on innovative release campaigns via Smart Formats,” Drayton says. “With the new white-label platform, we’re bringing increased power to partners and creatives with a simple system making collectable digital-physical formats more accessible, customisable, and scalable.”

Parmenter adds: “The new Serenade platform empowers everyone, from independent artists releasing their first Smart Format to major teams working on mainstream chart campaigns, with the tools to move quickly, cost-effectively, and create memorable fan experiences.”

Josh Simons, CEO and Executive Director of Vinyl Group, comments: “Serenade is a music-tech treasure in the Vinyl Group portfolio with rapid growth. One year on from its acquisition, with dedicated investment in developing the white-label platform and the appointments of Matt and Jamie, we’re primed to serve more innovative artists and teams around the world with their music proposition for fans.”

The company has collaborated with hundreds of artists, including Alice Cooper, Blossoms, Ghost, Twenty One Pilots, and Sum 41. Serenade maintains chart accreditation across the UK, Ireland, Australia, New Zealand, Germany, Austria, Belgium, and the Netherlands.

Parent company Vinyl Group, meanwhile, reported revenue increased 190% to $14.4m in FY25, with Serenade representing one of four acquisitions during this transformational period.

Find out more about Serenade here.