Data-driven social marketing, delivered by an expert team of creative digital natives.
Who are we?
We’re Impostor Syndrome and we’re a crack team of digital marketers, music managers, social and brand strategists, content creators, and copywriters.
We’re creative people with analytical, data-driven minds and years of experience across the music and creative industries. We’ve done everything from managing festival-headlining artists and developing cost-efficient organic and paid marketing strategies to growing music publications from nothing to international recognition and overseeing global campaign rollouts across multiple time zones (and with numerous international partners and stakeholders). More than anything, though, we understand how it feels to be a creator.
We know how much time you’ve spent slaving over your latest project, and we’re acutely aware of how important it is for you to feel like you’ve got a trusted, experienced set of partners to help shape your business and share it with the world. If we’re not doing our best to make that process as easy, pain-free, and transparent as possible, then we’re not doing our job.
Our brands and clients
-
![]()
Late Night Tales
Marketing and digital brand management
Late Night Tales is an independent record label and legendary compilation series.
-
![]()
Night Time Stories
Marketing and social media management
Night Time Stories is Late Night Tales’ sister label for original artist releases.
-
![]()
Da Vinci Genius
Digital and brand management
Da Vinci Genius is a global series of cutting-edge immersive art exhibitions.
-
![]()
Mission Workshop
Marketing and social media management
Mission Workshop is a Californian fashion company for stylish fitness fanatics.
-
![]()
Olli & Co.
Copywriting
Olli & Co. is a creative solutions company for merchandise design and logistics challenges.
-
![]()
36db
Marketing and social media management
36db make professional-level Ableton Live production Environments.
-
![]()
Afterschool Projects
Brand consultancy and digital marketing
Afterschool Projects is an eco-conscious fashion brand with collaboration at its heart.
-
![]()
That Wasn't A Micro
Digital marketing
that wasn’t a micro is an American fashion company and social media brand.
-
![]()
One on One
Our in-house music publication
One on One is a legendary British digital magazine, focusing on music and culture.
-
![]()
Soham De
Artist management consultancy
Soham De is a singer/songwriter, producer, and live performer.
-
![]()
Circulation
Content creation and social management
Paul Davis - AKA Circulation - is a British electronic music producer.
What do we do?
Digital Marketing
We help world-class brands and artists promote their projects through a smart (and cost-efficient) pairing of organic and paid digital marketing. We know that every penny counts, and we’ve got experience working with a wide range of budgets; so, whatever your needs, we’re sure we can help.
Copywriting
Our academically trained writers have spent the last thirteen-and-a-bit years writing for publications like the Guardian, HuffPost, The Line Of Best Fit, One on One, and the BBC, as well as penning more social and digital marketing copy than we could shake a (virtual) stick at.
Brand & Strategy Consultancy
Is your brand in need of a visual refresh? Do you want your latest project to have a shiny new look, while still making sure your social channels are aligned with each platform's best practices (as well as ticking off all the boring stuff, like great SEO and ultra-fast website load times)? Well, look no further.
Case study: Late Night Tales
There’s a good chance that Late Night Tales is your favourite artist’s favourite record label.
Over the last twenty years, the London-based behemoth has invited the world’s finest artists - including Arctic Monkeys, Bonobo, Jamiroquai, Khruangbin, and Ólafur Arnalds - to curate their ultimate late-night selections, and then pressed them to heavyweight vinyl for the sonic pleasure of their global (and loyal) fanbase.
And then, a few years ago, Late Night Tales invited Impostor Syndrome to handle their global digital campaign marketing and social media management.
Which was lovely, really, for quite a few reasons. It was lovely for us, because we got to work with yet another brand that we adored. And we like to think that it’s been lovely for them too. After coming on board, we spent the next few years working to achieve three key objectives. Firstly, to grow the social following of Late Night Tales (and their sister label, Night Time Stories) through a mix of paid and organic digital marketing and strategy; secondly, to increase fan engagement (and conversion from initial exposure to paying customer) across every channel; and thirdly, to collaborate with the team and their design studio on a complete refresh of the label’s visual identity, including all logos, websites, and social channels.
And as for how it went? Well, we ticked off all three of those goals - and we’re still working with them to this day. So, we guess that it went - and is still going - pretty well.
Case study: One on One
Established in 2011, One on One is our in-house digital music magazine.
It was the first ‘thing’ we ever started - and, in many ways, it’s still our baby. What began as a student’s side-project from a bedroom in Plymouth has grown into an internationally recognised brand that’s reached more than 60 million (!!!) people over the last thirteen years. Oh, and we’ve done it all without spending a single penny on advertising or marketing.
Instead, we focused on what we knew best: creating great content, and building a great product. That’s how we’ve been able to secure exclusive interviews with the likes of AC/DC, The 1975, George Ezra, SOFY, Tom Grennan, Snow Patrol, Keane, and The Kooks, and been invited to review every major UK festival (as well as a ridiculous amount of headline shows). We also made sure that we stayed on top of the latest content and data trends, and kept our ear to the ground for the best new artists to feature.
But do you know what’s even better? This experience of founding, growing, and maintaining a brand across thirteen years’ worth of ever-changing digital landscapes has shown us exactly what it takes to create a brand that endures. Using nothing but our instincts, expertise, and a considerable amount of data-related geekery, we’ve created a durable and scalable global enterprise that’s able to consistently grow as a business year-on-year without once compromising on quality or artistic integrity.
And that, to us, is something to be proud of.
Our story
You might be wondering how this all started.
Well, it all began with One on One. But over the course of growing that publication from scratch, we released that we’d learnt a thing or two along the way. We’d learned how to successfully grow a multimedia publication on a zero-pound budget, and how to develop a brand voice and aesthetic that was recognisable on a global level while still staying true to our core values and desires.
And then? Well, it all got a bit out of hand. But you’ll just have to hit the button to find out more, won’t you?
A few common questions…
-
Of course you can. In no particular order, we can help you with:
• Social media strategy, calendar planning, content consultancy, and post execution.
• Organic and paid digital marketing strategy and execution, using our to-the-minute knowledge of per-platform best practices and expertise across all major channels.
• Copywriting, whether that be for long-form descriptive pieces (like website listings or newsletters) or short and snappy things like ad copy.
• Digital auditing and health checks - or, highlighting optimisations for your website, store, and digital channels that’ll help you to maximise your reach, exposure, and income, and align with best practices.
• Brand consultancy. Are you looking to refresh your aesthetic, but you’re not sure where - or how - to start? Or do you have an idea of what you want, but you’re not sure how to make it happen - or how to roll it out for maximum impact? Well, we’d be delighted to help. -
Spoiler alert: all of our projects start with somebody saying ‘Hey! Wouldn’t it be cool if…?’
Like the time we thought it would be nice if there was a music website whose sole purpose was just to shout about really good music. So, we started One on One.
(That was thirteen years ago. Thirteen. And, since then, our little music and culture website has reached literally millions of people. We don’t know about you, but we think that’s pretty cool.)
From there, we began wondering what we could do next. We’d learned how to manage a scalable, global brand, and picked up more than our fair share of digital marketing tips and tricks along the way. So, we reached out to a select few friendly faces - and before we knew it, we found ourselves in charge of all things marketing and digital for some of our favourite record labels, startups, and producers.
And then? Well, we just kept going. We kept learning, and evolving, and honing our craft, until we were able to establish ourselves as a top-tier digital and creative agency. Which is quite nice, really.
-
Well, that’s a good question. Fortunately, we keep a handy playlist of our current jams freshly updated over at our in-house music publication, One on One, exclusively for the listening pleasure of people like you. Warning: may contain bangers.
-
London, baby! But we’re not afraid of timezones, so don’t let that stop you.