Christopher Grey is an industry professional with experience within music culture & entertainment. He has worked alongside groundbreaking musicians and projects within the UK. He is currently an A&R, artist manager and co-founder of Problem Child Management. 

Here's our recent chat with Christopher to discuss his favourite recent campaigns and talk about the overlaps between visual creativity and music.

I’m currently working on my management company which is comprised of talented artists and producers. My focus is to keep pushing them to higher heights within the music industry!

I'M LOVING

Creatively at the moment I’m loving content ideas that are forcing artists to show personality via tools such as TikTok or Reels. You get the opportunity to see challenges, dance routines, reenactments of popular movies TV shows, online memes etc. which has brought a different dimension to roll-outs and overall ways in which artists brand themselves. 

FAVOURITE VIDEO

My all-time favourite music video is normally anything Michael Jackson, purely because of the standards he set, which I feel are still an influence today. He had amazing production to his videos which made it feel like a short film, matched with a gripping narrative and choreography.

Also, I would like to give a mention to Hype Williams, the best director of the past few decades who visually set many trends especially in the 90s Rap era. His videos with the likes of Missy Elliot, Busta Rhymes, Nas, P. Diddy etc will forever rank among the best. 

BEST ARTWORK

I’ve always loved the album art for To Pimp A Butterfly by Kendrick Lamar.

Mainly because of the juxtaposition used. He managed to get a group of black people from a dangerous neighborhood in America who represent culture, struggle, rebellion, hope and put them in front of the Whitehouse. A place where you would say they don’t belong due to black history and how far they’ve come in society. It felt like a symbol of black people being able to break systems built to hold them down and operate in spaces that were frowned upon sixty+ years ago.

FRESHEST CAMPAIGN

The best creative campaign this year in my opinion was Slow Thai, (Although it was really 2019, it was one that stuck out in my mind). 

Northampton’s Slowthai is a perfect example of grassroots branding done right. With an album titled Nothing Great About Britain, the grime artist had billboards placed all over the UK with facts about the country’s problems including statistics about climate change, homelessness, the gender pay gap, hate crime, mental health and more. 

Encouraging fans to locate and send him pictures of the various billboards in London was a great way to engage with listeners and create a buzz around an album, weeks ahead of its release. By placing the name of the album at the bottom of each billboard, the cryptic message would intrigue just about anyone.

The lesson here? Where you can, seek to engage and challenge your audience.

BEST COLLABORATION

The most recent brand collab that caught my eye was by Travis Scott x Fortnite. Holding a virtual concert and launching a new song within one of the most popular global video games is genius.  

VIDEO OF THE YEAR 

For me the most creative and original music video of the year is DJ Khaled & Drake's Pop Star. It came out last year (Sorry haha!) but I think using Justin Bieber having a wild party miming Drake’s lyrics was super simple but effective.  

LOGO LOVE

I wish I’d designed the artist logo for The Rolling Stones. It is iconic and pulls in a ton of money via merchandise!

GO FOLLOW

The one artist you should follow on Instagram is Paige Lihya, an upcoming R&B artist in the UK, she is super talented!

ICONIC

The most iconic music photograph is anything shot by Jonathan Mannion. Check him out on google.