About Us

We are shaped by hands-on industry experience

Our Story

Restless to drive the industry forward.

We’ve been the artists, the musicians, the marketers, the producers. We haven’t watched the industry from a distance, we’ve lived it. And what we saw was passion, talent and creativity held back by outdated tools, tired models and monopolies.

We started this company to create solutions that work for the modern world and to help fix the things we knew were broken. Our mission isn’t about us, it’s about helping the venues and arts institutions we care about grow stronger, reach wider and build a better future for their audiences.

Our work is where commercial strategy meets drive. Where data empowers, not replaces. And where the future of live experiences is something we all build together. 

  • OUR MISSION

    To partner with the world’s leading entertainment brands to drive needed change and accelerate growth, enabling them to rethink outdated models in, data, tech, ticketing and media.

  • OUR VISION

    To grow the global live experience economy, making it more open, more commercial and more transparent.

  • OUR PHILOSOPHY

    We believe the best outcomes come from honest, independent thinking. As neutral experts in the space, we work without platform bias, helping live entertainment brands make smarter decisions that serve both the business and the audience.

OUR STORY SO FAR

  • 2017

    SINE is Born from the music industry to solve a problem, having experienced first hand how how damaging the lack of audience data can be.

  • 2018

    We launch into the UK theatre industry, with industry first performance marketing approach and a new take on campaign measurement.

  • 2019

    We invest in technology and begin warehousing data to build an industry first insights engine for media and sales.

  • 2020

    Our work takes us beyond the West End during the pandemic, and into sport, fashion, hospitality and travel.

  • 2021

    Live entertainment re-opens and we expand further into UK theatre, scaling our services across West End theatre and UK Touring.

  • 2022

    SINE opens a NYC office to support transferring shows and build an on the ground team to support US client base.

  • 2023

    Fully integrated media offering across ATL, radio & broadcast, digital media, total search & CRM for music, theatre & venues

  • 2024

    Investment in data & insights function, including proprietary tools and tech to power audience work, planning & strategy.

  • 2025

    A leading commercial partner, providing neutral expertise, strategy, and infrastructure to venues an arts institutions.

OUR VALUES

  • We venture into the unknown to discover new opportunities, guided by curiosity and an open mind. We encourage people to challenge assumptions, think big, be brave, and always learn in the process.

  • We love a problem, because we get to find a solution that works. We are fearless in our approach, happily ignoring convention to bring radical ideas to life. We thrive on the new, the bold and the different, and never settle for the obvious.

  • We’re not suppliers – we’re allies. Our clients and partners trust us to challenge them, back them and grow with them. We are always transparent, always accountable, and always authentic. We bring decades of industry expertise but consult with a neutral and non-biased view

Our Partners

  • We partner with King’s College London to connect industry and academia.

    Working closely with King’s Business School, we support the MSc Digital Marketing programme through guest lectures, workshops and hands-on hackathons. We also run a graduate talent scheme and advise on real-world digital projects — helping students build practical skills, and helping us stay connected to new thinking, tools and talent.

  • Our partnership with Meta helps us deliver smarter, more effective performance marketing.

    Working closely with Meta gives us direct access to platform expertise, early insights into new products and formats, and deeper understanding of how Meta’s ecosystems are evolving. This allows us to test sooner, optimise faster, and design media strategies that are grounded in how people actually behave across platforms like Facebook and Instagram.

  • We’re a Google Premier Partner, recognised for our performance and expertise.

    This partnership gives us direct access to Google’s latest tools, insights and support, helping us plan, test and optimise campaigns more effectively. While we work closely with Google, we remain platform-neutral, using that access to make better decisions for our clients, not to push one solution over another.

  • We partner with TikTok to help brands connect with audiences in more meaningful ways.

    Our partnership gives us early insight into platform trends, creative best practices and performance tools, helping us build campaigns that feel native, engaging and commercially effective.

  • GlobalWebIndex is helping us understand audiences better than ever before across live entertainment.

    Using its global research platform, we explore attitudes, behaviours and media habits across markets and demographics. These insights strengthen our Data & Insights work – helping us build sharper strategies, smarter targeting and campaigns grounded in how audiences actually think and behave.

  • Peekator helps us capture fast, reliable first-party audience insight.

    Their survey platform bridges the gap between qualitative and quantitative research, combining rapid feedback with deeper context. The result is a clearer view of audience motivations, preferences and intent – strengthening our Data & Insights capability and the decisions we make from it.

  • Pulsar gives us a real-time view of the conversations shaping culture.

    Through social listening and audience intelligence tools, we track trends, sentiment and emerging narratives across digital platforms. This helps us understand what audiences are talking about, where momentum is building and how those signals can inform strategy, media and creative.

Sine Digital are part of a very select group within Google’s managed agency program where we see high growth potential. We are delighted to partner with Sine to help strategize for and deliver growth for both the agency and their clients.

Claire McElligott – Strategic Agency Manager

Google

We’d love to chat

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    43 Whitfield Street,
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