Linda Walker is a music industry executive with a commitment to integrity and a passion for nurturing talent. She is known for her success in forming partnerships with top artists such as Ed Sheeran, Coldplay, and Dua Lipa.
Linda’s adept communication and stakeholder engagement have facilitated collaborations with major digital music platforms like Apple, Spotify, YouTube, TikTok and Amazon, driving successful campaigns worldwide.
She has been recognized as a prominent advocate for Women in the Music Industry, earning her a place in Music Week's Women in Music, Roll of Honour in 2020.
How did you get your start in music?
I used to spend all my spare time (and money!) in a local Indie Record Store. They got so used to me being in there, one day they offered me a job. I was working in a law office at the time, but I handed my notice in that same day, started in the record store the following week, and absolutely loved my job from day one. Through working in the store, I met many sales reps that worked for the record labels, and I basically drove them all crazy by asking them to get me a job! Eventually, through continually plugging away, I got an interview at Warner Music to be part of their sales team. I really thought I had messed up the interview, but I got the job and never looked back.
Your career has been marked by successful partnerships with globally renowned artists like Ed Sheeran, Coldplay, and Dua Lipa. Can you share some key strategies you’ve employed to cultivate these creative commercial partnerships?
Partnership is the keyword when you are working on campaigns such as these. Great relationships and a clear understanding of how your commercial partners work is essential to building a strong, commercially, and creatively impactful partnership. The starting point for me has always been to dig into the key objectives for a project from the artist, management and label’s perspective, and then to build a commercial strategy and partnership plan that achieves these objectives. With huge global artists like Ed, Coldplay and Dua, you must approach everything you do with a global mindset, building plans that are truly global in their ambition and reach.
Can you provide insights into how you approach and build strong relationships in the music industry - e.g. with stakeholders or music companies?
Relationships are a two-way thing and need to be nurtured, so be an active listener and remember, if you are building anything, you must keep coming back to it. I also think it’s important to be your true self, people will respect you for that and will generally see through you if you put on an act.
As a leader in transforming a music business into a predominantly digital operation, what challenges did you face, and how did you overcome them?
I remember when as a business, we first started speaking about digital music platforms, there was a slightly reluctant and fearful attitude towards the change. I always felt that we just needed to embrace the change and actively look for the positive impact it would have on our business. I jumped at the chance to work with iTunes when they first launched a store in the UK, as it just felt so exciting to be involved with something new and future facing. My point is, embrace the change!
What advice would you give to independent artists or smaller labels looking to optimize their strategies for a successful music release?
I don’t think there has ever been a better time to be an independent artist or label. You now have the tools to do so much for yourselves and you understand your audience better than anyone. There is an overwhelming amount of music released onto streaming platforms every single day, and it’s hard to get cut through, however, I would say focus your energy on what you can control, rather than what you can’t. Actively help your audience to find your music, they are your audience and your fans, not the streaming platforms’ so build that fan relationship and allow them to be part of your journey. This relationship goes beyond just streaming consumption so build a commercial strategy that encompasses all the elements that speaks to your audience.
What are some key trends or changes you currently observe in the music industry? - e.g. AI or anything else?
Well, leading on from the previous question, there is certainly an exciting time ahead for the independent sector. My old school record store self is delighted to see how well vinyl is doing and to see the indie retail sector so strong. AI is here to stay and will continually evolve, so as an industry, we need to grow with it, embrace the change and not be scared. There are going to be positive impacts, as well as negative, so the industry needs to pull together to harness the positives and work with legislators to protect against the negatives.
In your journey, how have you effectively balanced the creative aspects of the music industry with the necessary business acumen?
Creativity is at the heart of the music industry, and I hope that never changes! Having a clear commercial strategy that delivers on short, mid and long-term goals, can easily weave together creative ideas alongside business ambition. One is not exclusive of the other.
What tips can you share with aspiring professionals to strike a harmonious balance between artistic vision and commercial success?
Understand what success means to you, it’s actually quite an individual thing to measure. Understanding this helps you to map out the steps needed to achieve your goals and how your artistry feeds into these plans. You should always remember why you do what you do and be your authentic self. Your passion, authenticity and purpose will drive you forward.
Tips on finding your first music job?
Work hard on building out your network and never be afraid to reach out to people who you find interesting and whom you think you could learn from. I can’t tell you how many people that I’ve never met before, have agreed to jump on a call or meet me for a coffee. The worst that can happen is that they don’t reply or say no, but you’ll probably be surprised by how many people will say yes. Also, don’t shut yourself off to one specific type of role, learn as much as you can about the industry (from your newly formed network) as there may be roles that you didn’t even know existed that spark your interest.
Tips for anyone who wants to get into your industry
Learn as much as you can about how the industry works. You have many resources available to you, so use them. And remember, music is a broad industry so don’t be afraid to explore all options.