Project A&R is redefining how music marketing thrives behind the scenes, driven by Blake Benson’s relentless pursuit of excellence and innovation in building global talent.
In an industry defined by spectacle and noise, one company is proving that the most powerful moves are made in silence. Blake Benson, the 20-year-old founder of Project A&R, has rapidly steered his boutique agency from a visionary startup to one of music’s most disruptive new forces. Rejecting the flashy, conventional tactics that dominate the field, Blake has built his empire on a philosophy of quiet excellence and an unwavering, genuine commitment to the artist.
The ascent of Project A&R has been nothing short of meteoric, yet its methodology is far from traditional. In under a year, the company has become the trusted, behind-the-scenes partner for major labels and global superstars like Teddy Swims, Davido, Ava Max, and Jessie Reyez. The firm’s most defining characteristic is its ability to remain invisible, orchestrating groundbreaking campaigns that deliver tangible results without clamoring for the spotlight.
A New Blueprint for the Music Industry
Blake, a Sydney native, entered the music business with a clear-eyed conviction: the old model was broken. Armed with a deep, intrinsic understanding of digital marketing and social media’s cultural currency, he set out to build something new. His early career saw him growing massive online communities for platforms like HypeandHiphop, building communities Overtime, and creating promotional content for icons such as Ed Sheeran, Glass Animals and Elton John. But this was merely the prelude. Blake’s goal wasn’t just to launch another agency, but to introduce a new paradigm – one rooted in digital fluency and authentic artist connections.
“The music industry can be very traditional, relying on outdated methods,” Blake reflects. “I wanted to build something different. Something that’s focused on the artist and their audience, not just pushing through outdated channels.”
Launched in late 2024, Project A&R was born from this vision. In its first year alone, the agency has earned a formidable reputation for executing high-impact campaigns that create lasting cultural moments, all while maintaining its signature low profile.
The Power of Invisibility
Project A&R’s decision to operate from the background is a deliberate and strategic one. The company’s ethos isn’t about self-promotion or attention-grabbing stunts; instead, Blake and his team are dedicated to delivering organic success that speaks for itself. Through their work with artists like ONEFOUR, LILA Trianti, and Fridayy, they have proven that impact doesn’t require public visibility.
“It’s never been about us,” Blake states. “It’s about the artist. We want to be the silent force playing our part in their success.” This discreet approach allows for a deeper, more authentic collaboration, resulting in campaigns that resonate powerfully with niche fanbases and global audiences alike.
Innovation at the Core
What truly sets Project A&R apart is its relentless drive for innovation. While many competitors cling to tested formulas, Blake embraces calculated risks, leveraging emerging platforms and pioneering strategies others are too cautious to attempt. This forward-thinking mindset has been critical to the agency’s competitive edge.
At the heart of their success is a “social-first” methodology. Project A&R operates on the principle that in the digital age, an artist’s relevance is measured by their ability to engage fans online. The agency ensures its clients are perpetually ahead of the curve, crafting moments that connect directly with their audience in a crowded and competitive landscape. “The industry is moving fast, and so are we,” Blake explains. “We’re focused on staying ahead of trends, not following them.”
This innovative spirit is perfectly embodied by the company’s subsidiary, The Clipping Project, a unique music clipping service that has become one of the most sought-after tools in the world. The service empowers artists to generate mass volume for their campaigns at an unprecedented scale, achieving CPMs (cost per mille) as low as $0.02.
A Global Vision for the Future
Despite its remarkable rise, Project A&R is only just beginning. Blake’s ambition extends far beyond his current success; his ten-year goal is to build one of the largest and most influential entertainment companies in the world. “I’m here to make a lasting impact,” he says. “The aim is to reshape how the music industry operates – to challenge the old systems and create something which influences the way artists think for years to come.”
Though born in Australia, Project A&R was built for the global stage. The company has seamlessly transcended borders, earning international acclaim and working with top-tier talent across Australia, the United States, New Zealand, Asia and Europe. “We’re proud to be an Australian company making global noise,” Blake adds. “Australia is where we started, but our ambitions have always been international.”
With an expanding team of innovators and a growing roster of high-profile clients, Project A&R is poised to become a legacy name in the music business. Blake Benson’s unwavering vision is here to shape the future of the industry itself.
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