SOUND & VISION
JOE INNES
MUSIC SUPERVISION
I’m a London-based music supervisor with a background spanning a decade in contemporary music culture and 7 years at a major rights holder. I specialise in culturally driven music searches and early-stage music direction for advertising - helping brands land work that feels current, emotionally sharp and strategically grounded - bridging underground music and brand storytelling.
SYNC
With over eight years’ experience spanning music supervision and major rights holders, I guide the music direction of projects from concept to delivery. From licensing iconic catalogue to collaborating with international artists on original recordings, I combine creative instinct with rigorous research to find the right musical solution.
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End-to-end music licensing across master and publishing rights, negotiating directly with rights holders to secure fast, cost-effective clearances aligned with campaign timelines and territories.
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Strategic, creatively led music searches tailored to brief, brand positioning, and audience—delivering distinctive options that elevate storytelling and cut through culturally.
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Commissioning and producing original music from concept to final mix, matching the right composer to the brief and overseeing delivery to ensure originality, brand alignment, and seamless licensing.
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Developing culturally informed, brand-aligned music strategies that define a clear sonic direction—ensuring every track choice or composition supports long-term brand equity as well as immediate campaign impact.
Selected Works
Lucozade - Spark Something
Nationwide - Blimp ME
Johnnie Walker - Keep Walking
Skoda - Curtain Twitchers
Vitality - Here Comes The Hotstepper
SHUFFLE ‘N’ SWING
Established in 2018 Shuffle ‘n’ Swing is a Boutique Record Label, Events Brand & Music community. Over it’s 8 year run we have put out over ten vinyl releases and digital projects spanning new material alongside carefully curated reissues of hard-to-find UKG. My role involved full A&R direction, artist development, promotion, and release strategy, alongside shaping the label’s creative identity. Over five years, I also produced and programmed events across London, with collaborative shows in Berlin, Stockholm, and Paris, and currently hold a residency on Rinse FM showcasing both rare and contemporary UKG.
DJ
With over a decade in radio, I’ve hosted shows on Rinse FM, Subtle, Balami, Reprezent, and Voices. As an avid music curator and collector, I play everything from upfront UKG and wonky electronica to more downtempo, chilled selections, always adapting to the setting. With a keen understanding of a room, I tailor my selections to suit any environment — whether that’s a pool party in Cannes, a warm and inviting bar, or a sweaty warehouse in Berlin.
