Who Am I?

My name is Tia Lewis, I live in London and I am a student. My undergrad was Business and Management, and I am doing Digital Marketing as a Masters as of September 2018.

I have always been creative, with an overly active mind. I’ve always wanted to work in the creative industry, but didn’t know what I would do. I wanted to be a singer, but I’m really good. So I settled on acting, and this was my plan when I left secondary school.

When I took up business for A Levels, I felt things ‘click’. I understood it really well and even for my exams I really didn’t revise but I got amazing grades. My teachers always gave me extra work, but even that I didn’t find too challenging. So I took Business & Management at uni. It was in my second year that I done an unpaid, long-hours worked internship. But I got introduced to two amazing friends and we got speaking about business and music.

Music in my life:

Music has always been a part of my life. My family is from the Caribbean, so I grew up listening to reggae, as well as old school R’N’B, two genres which are my favourites today. For as long as I can remember, music has always been celebrated and discussed in the Lewis family. With my overly active mind, I started to look at campaigns and think how differently I would do it if I had the chance, just because as a fan I felt I knew what could make music seem the most appealing to other fans.

Before my third year, I started realising that I wanted to work for myself, and I was tired of giving all these amazing ideas to other people or getting ignored. So that’s when I decided to launch a music marketing business and this became my ultimate career goal. I wanted to build on the work of Scooter Braun, who used social media in the marketing of his artists. This was what it started as.

Next steps:

I had my dream job idea, but I had no clue how to get there. But I needed to do something, my parents had always encouraged me to be proactive and I felt eager to move. As I was going into 3rd year, many people knew what they would do after graduating and had relevant experience and I felt really behind. So I just reached out to companies to build up digital marketing skills and hopefully make industry connections. I learnt A LOT doing this, and some of them I am still working with today. I also realised that marketing comes really naturally to me.

Since summer 2017, and doing marketing for others, I had the following thoughts:

  • Digital marketing is a huge industry and has majorly changed traditional marketing
  • I believe you can’t just take traditional marketing methods and put them online, you need to make changes given the new playing field, which a lot of people don’t discuss (even at uni, they always referred to digital marketing as just online marketing, saying they’re synonymous)
  • There was a ‘formula’ for social media marketing that I didn’t think worked: hiring an influencer for your campaign, getting them to do an #ad and hoping for the best, but personally, I am tired of these scripted, disengaging #ads
  • Music marketing seemed similar – you just post about your release on social media, with no other promotion

The more critical I became, the more things I noticed, especially in the music industry (Everything I noticed is found here). So then my ideas expanded …A LOT. Now I wanted to bring the focus of music marketing back to music, in ways that haven’t been done before, across a range of platforms and formats. I scared myself with my ideas because they seem to groundbreaking, and I believe these campaigns will shake the industry when I start them.

I think this is the result of my mum being creative and wanting to act when she was younger and my dad’s business-orientated mind, as well as my own experience of being on social media for years and seeing its changes and loving music.


For my Masters I had to write a personal statement, and I was told to propose a dissertation title. Once I had my revelation, I wanted to explore ‘What is more important for a contemporary musician: social media or talent?’. My word count was 1,000 characters so eventually the social media became Twitter. Reading this over and over, this ‘Twitter or Talent’ stuck in my mind.

I knew the dissertation would be a big project (I didn’t do one for my final year), and I wanted to do well. This project is important, it would finally let me have a chance to explain my ideas without being told ‘no’ (in theory). After talking to someone in my uni’s entrepreneurial department in third year, who has been a major help, she said I should start a blog, where I can build industry contacts and get my name and ideas out there.

So that’s what I did, and that’s how Tweeter or Talent was born.

If what I am discussing is something that interests you or you want to help, feel free to contact me at tweeterortalent@gmail.com)




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