Annabelle Schulte

PR, marketing & community - where music meets culture

I'm Annabelle: a music and culture professional with over five years of experience across PR, influencer marketing, and artist campaigns in the UK and Europe. Currently working as a PR Executive at Lime Tree Music in London, I run 10 - 13 integrated campaigns a month for independent artists and artists on major labels - and I genuinely love every part of it.

My work lives at the intersection of music, culture, and community, with a particular focus on queer and emerging creative scenes across the UK, DACH, and Benelux. I'm originally from Germany, based in London, and at home in both - which means I don't just localise campaigns, I understand what actually lands in each market and why.

Skills

Campaign Strategy & Creative Direction

I think in campaigns, not tasks. Whether it's a single release, a brand partnership, or a fan activation, I work backwards from the culture - identifying the moment, the audience, and the angle before anything else.

Influencer & Creator Marketing

I've built influencer strategies from scratch across multiple markets - identifying the right creators, negotiating deals, briefing content, tracking performance, and optimising in real time

Jelly Roll Interview Mit 1LIVe

PR & Media Relations

I've spent the last two years running press campaigns for major label artists across the UK, Germany, and Benelux - pitching and securing placements across print, online, radio, and TV; drafting and localising press materials; and building real relationships with media.

Achievements

20.000 Follower Growth

At FashionUnited, I took a strategic approach to managing their social accounts, growing our collective following by 20,000 across multiple platforms.

Project for the Leading Hip-Hop Record Label in the Netherlands (under NDA)

For my Management of Value Creation module, I was placed with the leading hip-hop record label in the Netherlands. I treated it like a real brief: researched their roster, identified a strategic gap, and delivered a project that earned full marks.

Creating Utopia: A Design Based Research Study on Activist Musicians in the U.K.

My undergraduate dissertation built an original UK fanbase strategy for Berlin-based artist Lie Ning- not a reach-led growth plan, but a community-first model rooted in co-creation, shared activism, and deep engagement with LGBTQIA+ and POC audiences.