ICMP alumna Freya Volk is leading the Sprite Limelight global music program, a partnership between Sprite and Universal Music Group (UMG).
Freya works at UMG for Brands as a Global Brand Partnerships Account Lead and has been working on the Sprite Limelight initiative since 2023, helping new music talent find audiences around the world.
Commenting, Freya said: "Sprite Limelight connects exciting, cutting-edge emerging talent with Gen Z, telling stories of how they 'beat their heat' and giving fans a unique look into how their favourite artists have overcome different challenges in their lives."
"To tell these global stories, we reached out to Grammy-nominated producer duo Take A Daytrip and they created a unique hook called 'Heat of the Moment', which was then sampled, interpolated and mixed into six brand new tracks. Alongside creating original music, UMG also oversaw the production of seven high-end music videos and social content, shot all over the world."
"To create a 360° program experience, we have also brought music fans a combination of festival activations, meet and greets, custom merch, a GQ cover, TikTok filters, podcasts and more."
Commenting on her role in the project, Freya said: "My main role in this initiative was to take care of the artists, make sure we keep track of the milestones we need to reach, that the artist and their teams feel supported."
"We also always keep an eye open for any additional opportunities for the artist/label and brand to collaborate and enhance the partnership."
Continuing, Freya described how her time ICMP helped ensure she had the skills to take on this exciting role.
"It definitely helps having an understanding of how the music industry is structured, as we cover a lot of ground, from publishing to records to agents. There is a lot of the jargon that we all use!"
I got to oversee the creation of new music on this project, which was super exciting, and knowing how musicians, engineers, songwriters, track ingestion etc works was also super helpful."
Freya started working for UMG for Brands as an intern in 2021 before progressing to this latest role. There is a final track due for release as part of Sprite Limelight in 2025 with an artist called Fireboy DML.
Watch the video to Sprite Limelight artist Mahalia and her track 'Life Size'.
Equally focused on Music Business & Entrepreneurship
The music business is an incredibly competitive environment – and over the last 30 years, ICMP has developed and refined a cutting-edge degree that now focuses equally on entrepreneurship. We’re the first music school in the UK to recognise that you need to understand not just marketing, management, finance, digital, creativity and all the structures and quirks that make the industry unique, but also how to forge your own path, create your own job, and change the future for the better. With access to ICMP’s fully equipped music facilities, exclusive industry events, masterclasses and a peerless contact network, we have it all covered.
To completely immerse yourself in your music career, email our friendly Admissions Team at enquiries@icmp.ac.uk or call them on 020 7328 0222.
School of Music Business
The music business is an incredibly competitive environment – and over the last 30 years, ICMP has developed and refined a cutting-edge degree that now focuses equally on entrepreneurship. We’re the first music school in the UK to recognise that you need to understand not just marketing, management, finance, digital, creativity and all the structures and quirks that make the industry unique, but also how to forge your own path, create your own job, and change the future for the better. With access to ICMP’s fully equipped music facilities, exclusive industry events, masterclasses and a peerless contact network, we have it all covered.
To completely immerse yourself in your music career, email our friendly Admissions Team at enquiries@icmp.ac.uk or call them on 020 7328 0222.