Friends of Luna: °1824
INTERVIEW
INTERVIEW
Photo By Andrew Angel
IN AN INDUSTRY OFTEN CRITICIZED FOR BEING OUT OF TOUCH WITH THE VERY AUDIENCES IT SERVES - °1824 stands as Universal Music Group’s secret weapon: a high-powered creative lab fueled by the demographic it’s named after. At its core, the team functions as a full-service creative agency within the label, specializing in everything from content creation and creator partnerships to publicity and strategic marketing. Since 2015, °1824 has stood at the intersection of music, culture and youth creativity, building innovative campaigns and experiences that help artists grow beyond the stage.
For our latest installment of Friends of Luna, we’re highlighting a partnership that has been a cornerstone of our community for years. °1824 has been a vital bridge for the Luna team, consistently unlocking doors for our writers and photographers through virtual press conferences, exclusive interviews, and concert coverage. By treating young creators as experts rather than just a demographic, they are redefining how artists like Chappell Roan, Gracie Abrams, and Coco Jones connect with their fans.
We sat down with the team at °1824 to talk about their origin story, the "chemical reaction" behind their creative process, and why building a career in music is just as much about being a "good hang" as it is about having the right skill set.
Photo By Sophie Gurwitz
LUNA: Can you share a bit about °1824’s origin story? What led to the launch of this collective within Universal Music Group, and what core problems were you aiming to solve?
°1824: The Head of °1824, Todd Goodwin, came to Universal Music Group in 2015 with the firm belief that young creatives can do so much more than traditional street teaming. Todd did an audit of the company and saw UMG labels needed content creators, animators, culture movers, brand strategists and in general, people with a strong creative skill set.
Our artists needed more support in telling their stories through visuals and experiences, and they needed help building a strong fanbase in the 18-24 demographic. We quickly built a team of 85 part-time student employees with specialized skills and started earning the trust of our artists and labels. Before long, we were doing full, official videos from beginning to end. From there, the team grew into the powerhouse it is today.
LUNA: How does °1824 define its role as a “network of young creatives”? What unites the team?
°1824: The core is anchored by our part-time employees, who are managed and mentored by seasoned full-time staff. Beyond that, we have an incredible community of partners—brands, universities, influencers, and non-profits. Passion for supporting artists and a genuine love of fandom are the uniting factors. That, and we all just really, really like each other. I love our culture of cheering each other on and celebrating each other's wins.
LUNA: You offer everything from content creation to publicity. Which area tends to spark the most innovation or excitement at °1824, and why?
°1824: We view it like a chemical reaction. One subteam may be the first to work an artist project, and that leads to excitement on other teams. For example, our publicity team hosted a press conference with Chappell Roan in 2023, and quickly after, our content team filmed her release parties and live shows. Meanwhile, our strategic partnerships team popped up superfan events while social media brainstormed digital ideas. Our content team captured everything along the way—including that iconic "Hot To Go" moment.
LUNA: What’s been the most creative project you’ve worked on during your time there?
°1824: We simply cannot pick just one! We love our press conference series with artists like Gracie Abrams, Reneé Rapp, and Sarah Kinsley. We also shot a one-take music video for Stephen Sanchez at Polychrome Ranch in 2021.
Most recently, in 2025, we brought Coco Jones to Tennessee State University. There was a moment where the Aristocrat of Bands surprised her with a rendition of her song "ICU." Coco teared up and her family was right there to experience it. We still feel the hometown joy from that project.
LUNA: You describe yourself as “a direct connection to youth culture.” How do you stay tuned into the evolving trends of Gen Z and beyond?
°1824: We stay tapped in because we give young creatives meaningful jobs while they're still in school. We hire candidates who already have a pulse on culture; they are frequently the ones influencing these trends themselves. While we do have a structure for reporting on trends, so much of the connection comes from the relationships we have as a team and the conversations that happen every day.
LUNA: When working with artists, how do you balance their established brand identity with fresh, youth-forward creativity?
Photo By Alexa Cha
°1824: We think about who the artist is as a person, what their brand is, and what stage of their career they are at. We take a look at their existing audience and then dream up ways to bring new fans into the fold.
LUNA: What’s the most rewarding part of working at °1824?
°1824: Supporting our artists is always the north star. We're typically there at the start of their journeys, and it's incredibly satisfying to see that growth. Right alongside that is the mentorship. We get to be a part of people's first real job in the music industry. To date, we've placed more than 125 people in full-time roles at UMG and over 200 in the industry as a whole. Our alumni become lifelong friends, roommates, and collaborators. It’s genuinely wholesome.
LUNA: What advice do you have for those hoping to break into the music industry?
°1824: We think these 5 things matter most:
Mindset: You need resilience. Rejection is a constant, normal element. Powering through the L's is essential.
Attitude: Being a "good hang" matters. It’s a social industry; having a positive and kind attitude goes a long way.
Skill Set: Master tangible tools like Adobe Suite, Figma, or Canva.
Experience: This doesn’t require a major internship. Support a local band, book DIY shows, or build your own social following.
Connections: Fostering genuine connections is the backbone. Sometimes it's more about who knows you rather than who you know.
