Eero
Deosaran

Portrait of Eero Deosaran

Music Culture & Social Media Strategist

I translate real-world subculture into high-engagement digital content: from photographing London's underground venues to running Gen-Z social campaigns for brands.

See the work ↓ Get in touch
  • London, UK
  • 4+ years in music media
  • Indie · Hip-Hop · Electronic

Photos

Underscores performing, hair flying, lit in electric blue
Underscores

Resident photographer · MAXXING

Photography is the fire that fuels my passion.

For the last 18 months I've been photographing London's underground music scene. As resident photographer for the club night MAXXING, I've captured rising stars like 2hollis, Fakemink and Frost Children.

Alongside others in the scene such as Underscores, supergroup Asianpaper, Geese, King Krule and Dijon, these are the names shaping the future sound of contemporary music, and the mainstream is picking them up as a stepping stone to pop culture's edgier side.

Documenting these stories is how we keep culture moving. If it weren't for these experiences, and being able to capture them, why would people care?

2hollisFrost ChildrenThe HellpUnderscoresMachine GirlGeeseThe TwinsAsianpaperChalkKing KruleMGNA CRRTAEvanora UnlimitedDijonFakeminkRoosterAya

A photo can say 1,000 words, but there's so much more context to these photos than 1,000 words could ever express.

King Krule and band playing a small room under red curtains
King Krule, published in Clash Magazine
CLASH

I love King Krule's music. When I first moved to London, I ran into him at a pub near where I lived and bought him a pint. A year later, I jumped the wall of the smoking area to see him play to a crowd of fewer than 200, and my photos ended up in Clash Magazine.

CLASH

When 2hollis and MAXXING threw the afterparty for 2hollis' headline show at O2 Brixton, I was on stage capturing the power a superstar like 2hollis can really yield. His tour documentary ends in the nightclub on that very night. Seeing it immortalised on that scale made my work feel important.

Read the Clash live report ↗
2hollis performing in a packed club, camera flash lighting the crowd
2hollis × MAXXING, O2 Brixton afterparty

Brand Music

Dijon singing into a mic, a burst of white stage light beside him
Dijon

The Brand Music Position

Music is the driving voice of digital culture, from trends to the online movements that define eras.

For brands, music should be their biggest competitive asset, yet many don't know where or how to start. They just need to tune into the right frequency: their own.

A Brand Music Position shows where a brand sits in music, and where its customer does. Brands don't create authentic music culture, but they can harness it. Labels are run by creatives with a lot at stake, so music marketing is often cutting-edge, with brilliant, passionate teams.

(Labels are dying for brands to join the party.)

Brand Music Position · Case study

Uniqlo

Sonic North Star

Bouncy house basslines and UK garage drum shuffles collide with high-energy K-Pop hooks, French Touch, disco and global electronic grooves. It turns flagship stores into a fluid, high-momentum urban playground: rhythmically driving, current, and globally connected.

DNA

Modern Tokyo-to-London/Seoul soundscapes, blending UK garage, French Touch, deep house and contemporary Asian pop.

Values

"LifeWear" basics (AIRism, HEATTECH). High-energy positive valence: uplifting, bright and polished.

Ethos

Democratic everyday apparel. Club culture, Gen-Z streetwear, global dance music communities, K-Pop fandoms and active commuters.

Brand Promise

To elevate everyday living: "LifeWear" that turns every street corner and commute into an effortless, high-energy dance floor.

Market Position

Enhancing daily life through high-quality, accessible, smart apparel. Mass-accessible global curation: chart-topping East Asian pop with tastemaker deep cuts.

Experience

Brightly lit, clean geometric layouts. Infectious optimism and dynamic momentum.

Demographics

Budget-conscious older shoppers AND Gen-Z and Millennial urbanites. Cohort nostalgia and classic house/disco textures.

Brand Voice

Effortlessly cosmopolitan: fluid and culturally savvy, bridging Tokyo minimalism, London club energy and Seoul pop vibrancy with understated confidence.

  • Underscores
  • PinkPantheress
  • F5ve
  • Oklou
  • Camoufly

Good brands bring good examples

Nothing × Jaded London

Both are leaders in Gen-Z tech and apparel, and both are known for flashy musical activations. Jaded London found its footing online during the pandemic, riding rising trends in alternative and darker fashion. Nothing had a breakout year off a campaign shot by director and photographer Jordan Hemingway, the visual mind behind FKA Twigs' recent albums. Both brands built identities as fashionable, culturally aware and cutting-edge, mainly through their music activations.

Sonic North Star

Cutting-edge internet electronic futurism meets pulsing techno and atmospheric, deconstructed club soundscapes. It ties the brand to youth internet culture and the underground scenes of the cities they operate in (London, New York, Berlin, LA), and to the sleek, nonchalant attitude young club-goers wear as people "in the know."

The Activation

Live DJ sets inside a mirrored chamber surrounded by speakers and DJ equipment, using only Nothing's Headphone (1) and wearing Jaded London. It also promoted "The Sound Room", opening in Jaded London's New York store on 16 September.

  • João Lágrima de Ouro
  • Boy Pillow
  • Manuka Honey
  • Océane
  • The Twins
23.1k+Likes
1,838Shares
499Reposts
165Comments

Brand music activation ideas

Moncler

Sonic North Star
Minimal techno and moody IDM ambience blur into experimental darkwave and industrial intensity: a serious, otherworldly futurism that matches Moncler's sleek, ultra-modern high-fashion aesthetic.
Artists
Arca, Oneohtrix Point Never, Björk, FKA Twigs, Sampha, James Blake
Activation
Artists perform or DJ in each of the brand's London locations, creating a mini festival in the spirit of Pitchfork Fest across Paris and London. RSVP only, with artists wearing Moncler on stage.

Berghaus

Sonic North Star
Rugged British mountaineering heritage meets raw UK club culture: gritty post-punk energy, ambient vocal manipulation, industrial noise and high-bpm jungle breaks.
Artists
Chalk, Fontaines D.C., Wet Leg, Overmono, Nia Archives
Activation
A flatbed truck drives through central London with the band playing in Berghaus, then heads off-road to a secret outdoor concert.

The North Face

Sonic North Star
Polished, bass-heavy UK garage, modern rap and melodic electronic soul that bridges city streetscapes with outdoor utility.
Artists
PinkPantheress, Joy Orbison, Little Simz
Activation
The North Face partners with a legendary soundsystem such as Rampage, Channel One, Saxon or Aba Shanti-I, sponsoring the event by covering artist fees and street licensing, or hosting its own party.

Identity

@curatornow · Every post made by me

Follow @curatornow ↗
Curator Now post: Now You Know: Chalk Curator Now post: 5 songs you need to hear right now Curator Now post: Track highlight, Red Jacket by Madeon ft. Sam Gellaitry Curator Now post: Salem and their Supreme hoodie

Activaire · Curator Now

Gen-Z storytelling for a B2B audience.

For Activaire, I developed the graphic look of their social accounts and blog, and I make everything posted on Curator Now's Instagram. The brand wants its public image to feel youthful and current, for businesses that see the importance of young audiences but aren't sure how to reach them.

The visual language comes straight from current trends in music content on social media. The cutouts, bright colours and design elements add up to a social-first style that matches the culture of the music it covers.

Marketing

Artist promo cycles

Every account tells a different story.

Musicians are all trying to figure out how to market themselves to anyone who'll listen. I run promotional cycles for several artists. Some want it serious and professional; others want it to reflect the digital chaos social media brews.

Artists need audiences and publications talking about them, and they need the content to prove they're worth talking about. Each piece feeds the next, creating a content cycle. It's all about developing a story for audiences to fall in love with.

Meme culture, high-quality front-page content and live-show seeding accounts have all been part of this process, and have given me a sharper understanding of digital marketing in the short-form era.

  • TikTok
  • Reels
  • Seeding
  • Meme formats
  • Release cycles
Grid of short-form videos from an artist promo account
Grid of live-show snippets with view counts
Grid of gig videos, the top one at 2,664 views

Writing

Eero's Takes · Substack

It started with a high-school music blog.

I've been writing about artists and movements that excite me since high school. Today I run Activaire's blog and I'm building a team of contributors.

Blogging pulls together storytelling, photography and graphic design, and it moves fast. It gets me into music spaces, and it's the starting point for everything else I do in music media.

Read Eero's Takes ↗ Subscribe
Instagram story from Chandler of The Hellp sharing Eero's interview: 'Honestly decent interview'
Chandler from The Hellp, on our interview

Latest from the blog

23 posts since 2023

Curator Now ·

What's Going On Here? Asianpaper

Words and photos by: Eero Deosaran

Curator Now ·

Now You Know: THE HELLP

Amidst a busy night full of DJ's, Rappers, and Pop Stars, Activaire sat down with The Hellp to talk about touring, fandom, and abstract inspirations.

Curator Now ·

Now You Know: The Twins

Words and photos by: Eero Deosaran

Eero's Takes ·

A Weekend With Asianpaper

A look into the important work Asianpaper are doing for the UK Underground.

Eero's Takes ·

YHWH Nailgun: On Stage and Twitching

The New York-based Polyrythmic Punk band took London by storm for the second time this year: twitching, contorting, and animalisitc.

Eero's Takes ·

2HOLLIS IS A STAR!

With a Europe tour wrapped up, its clear 2hollis is about to be a pop sensation. Is he ready?

Eero's Takes ·

I WAS CHARMED BY CLAIRO...

Playing the wood-toned and flirtatious whimsy of her 2024 record, Charm, Clairo set a relaxingly sensual mood for fans, bringing an early yet endearing spring warmth to London along with her.

Eero's Takes ·

THE HELLP: LIVE, LOUD, & IN LONDON

The Hellp made their London debut last week, playing hot underground club spaces to fashion-focused music heads.

Eero's Takes ·

EERO'S TAKES: BEST SONGS OF 2024

It's that time of year again. Let's get into it.

Eero's Takes ·

THE DARE SHOWS LONDON A GOOD TIME!

The Dare's second sold-out headlining show in the Big Smoke, defined by hedonism, sweat, and many suits, was a provocative display of success & the return of electroclash to the mainstream.

Eero's Takes ·

Headshot(s) Of The Year: Is Drake Cooked?

Modern Hip-Hop's two most successful names have been on a relentless streak this week going head to head: what does this mean for the culture?

Eero's Takes ·

Hyper-Rock? Really?

It has become divisive among niche internet music communities thanks to just one article, but what exactly is it?

Eero's Takes ·

EERO'S TAKES' TOP 10 ALBUMS OF 2023

Final list! Albums are the big one.

Eero's Takes ·

EERO'S TAKES' TOP 10 EPS OF THE YEAR

Back with another! Here are my favorite EPs of 2023.

Eero's Takes ·

EERO'S TAKES' TOP 15 SONGS OF THE YEAR

2023 saw artists push themselves to the next level, resulting in a great selection of tracks.

Eero's Takes ·

EERO'S TAKES' TOP 10 REMIXES OF THE YEAR

2023 has seen a lot of interesting takes on already interesting songs; here are my favorites.

Eero's Takes ·

INDIE SLEAZE REVIVAL? REALLY?

Even Spotify's official Indie Sleaze playlist is skeptical of its existence; is Indie Sleaze really back?

Eero's Takes ·

MARUJA'S DEBUT EP 'KNOCKNAREA' IS CAUGHT IN THE EYE OF THE STORM

Art Rock is seeing a steady renaissance in the UK; Maruja is at the forefront of this artistic revolution.

Eero's Takes ·

DOMINIC FIKE'S NEW ALBUM SUNBURN KEEPS UP WITH THE WARM WEATHER OF THE SEASON

The Florida native has returned after three years of near-silence, with his new record reflecting on the past while keeping to the present.

Eero's Takes ·

LEGACY REVIEW #1: JAI PAUL’S LEAK 04-13 (BAIT ONES): WHAT’S IT LIKE TO HEAR NEW COLORS

It has been just over a decade since Jai Paul’s album was leaked, and it still stands to be one of the most vibrant albums of the 2010s.

Eero's Takes ·

BAD SON: A CULMINATION OF CURTIS WATERS' THOUGHTS AND FEELINGS

Nepalese-Canadian musician Curtis Waters spills his heart out on his latest album: Bad Son, while still leaving space for enjoyment.

Eero's Takes ·

SPACE HEAVY: A MATURE REFLECTION OF KING KRULE'S PSYCHE

A decade into his career, King Krule releases his most mature record yet- but how does it sound?

Eero's Takes ·

PRIMAVERA SOUND 2023: HOW WAS IT?

From Kendrick Lamar to Caroline Polachek, here is a look into my thoughts on acts I saw at Primavera Sound Barcelona 2023.
Full archive on Substack ↗

CV

Summary

Digital strategist and music photographer with 4+ years' experience bridging youth subcultures, artist branding and social strategy. Specialist in indie rock, hip-hop and electronic subgenres, with a track record of turning live music culture into high-engagement digital campaigns.

Education

BA Media and Communications
City, St George's, University of London
2024 – 2027

Skills & Software

  • Strategy & marketing: Gen-Z cultural marketing, trend forecasting, campaign execution, audience growth
  • Content & production: concert photography, short-form video (TikTok/Reels), editorial writing, audio production
  • Tools: Adobe Creative Cloud, DaVinci Resolve, CapCut, Figma, Canva, social analytics
Download CV (PDF)

Experience

Social Media Manager · Freelance May 2026 – Present
  • Create visual identities, content cadences and release campaigns for emerging acts, including The Twins, Nation and Hornet.
  • Use digital music trends and platform algorithms to maximise release momentum and turn casual listeners into dedicated fans.
Content Creator & Concert Photographer · Freelance Apr 2025 – Present
  • Shoot live shows and produce promo assets for high-profile artists and venues (Machine Girl, The George Tavern, Mark William Lewis).
  • Run an independent blog featuring artist interviews, album reviews and subculture commentary.
Gen-Z Content Specialist · Activaire Sep 2022 – Present
  • Direct multi-platform short-form video campaigns, curated playlist initiatives and lifestyle brand storytelling.
  • Write Gen-Z market research reports and turn analytics data into content strategy and platform reach.
  • Curate in-store music for Uniqlo, Rag & Bone, Moscot, Blank Street Coffee, LV Café, WeWork and Reformation.
Sales Associate · MOSCOT Eyewear Apr 2025 – Oct 2025
  • Applied high-end brand storytelling and client engagement in a design-led retail environment.

Who's next?

Let's create a Brand Music Position for your next project.

Eero with Caroline Polachek, both throwing peace signs
With Caroline Polachek