Dark Arts: Amplifying Icons in the Digital World

Joe Howden, founder of Dark Arts

Founded in 2014, Dark Arts is a pioneering digital agency specialising in audience service management for artists. With a deep understanding of the digital landscape, the company provides vital support, helping legendary artists grow their online presence and build a lasting legacy. With a dedicated team of seven, Dark Arts has evolved into a holistic digital marketing company.

A Unique Approach to Artist Support

Dark Arts manages social media, websites, mailing lists, YouTube presence, and digital communities. They work closely with high-profile artists, including Phil Collins, the Spice Girls, Suede, Pet Shop Boys, and Simple Minds, ensuring these acts remain connected with their audiences. Their expertise in handling historic catalogues for iconic artists sets them apart from other agencies.

The Story Behind Dark Arts

Dark Arts began with its founder’s passion for music and digital innovation. As co-founder of Kruger magazine, an indie fanzine that became a nationally distributed magazine, he gained first-hand experience in audience engagement. Later, as web manager and head of digital at One Little Independent Records, he saw a gap in the industry—a space between label and management company providing digital support to artists. Recognising this, he founded Dark Arts to bridge the divide, offering tailored digital strategies to help artists thrive.

Growth and Industry Recognition

Dark Arts has grown significantly in the last three years. Their reputation as a go-to agency for iconic artists has helped them carve out a niche. Recently, they secured funding from Creative Wales for a project supporting 20 artists, helping them optimise their digital ecosystems. This marks the first time a government entity has recognised the importance of digital optimisation in the music industry.

Additionally, Dark Arts has received backing from Media Cymru, enabling them to develop digital tools to assist with optimisation.This collaboration has refined their services and sparked innovations benefiting both artists and their audiences.

Overcoming Challenges and Ensuring Longevity

Like many in the music industry, Dark Arts faced major challenges during the COVID-19 pandemic. With touring and music releases halted, they had to navigate uncertainty. However, by prioritising long-term client relationships and delivering consistent value, they retained their biggest clients. This experience reinforced their core philosophy: to be a trusted partner that artists can rely on.

Defining Success in a Competitive Industry

One of Dark Arts’ proudest achievements is finding their niche in working with iconic artists. By specialising in this market, they have been able to offer focused expertise, attract the right projects, and build strong industry connections. Their established reputation ensures they continue to work with artists who align with their vision.

Innovation Through Media Cymru

Working with Media Cymru has been transformative for Dark Arts, providing funding, research, and development opportunities. Engaging with innovation pipelines and industry discussions has fuelled new ideas, helping the company adapt to a constantly shifting digital landscape and develop forward-thinking solutions for artists.

Looking to the Future

As Dark Arts continues to grow, they remain committed to enhancing digital experiences for artists and their audiences. Their journey from an independent venture to an industry-recognised digital agency highlights their resilience, creativity, and drive for innovation. With a strong foundation and clear vision, Dark Arts is set to remain at the forefront of digital artist engagement.