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Tracks & Fields opens London office
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Mark Mullooly joins as Managing Director as brands demand more from music. Tracks & Fields is bringing operational accountability to music for brands and agencies.
Tracks & Fields, the Berlin-founded music intelligence and operations partner for brands and agencies, has opened its London office and appointed former Superunion and Siegel+Gale leader Mark Mullooly as Managing Director UK.
The company enters the UK market at a time when music has become increasingly strategic to modern brand communications, while the infrastructure behind rights, feasibility and execution has grown significantly more complex.
Mullooly joins with experience across senior brand and agency relationships at a moment when music conversations are increasingly moving upstream, beyond production and into broader discussions around cultural relevance, operational accountability and brand identity.
Creative Freedom Backed by Operational Confidence
London is where many of the industry’s most significant creative, cultural and music strategy decisions begin. Tracks & Fields is moving closer to those conversations, helping brands and agencies develop ambitious music ideas with greater operational confidence earlier in the process, giving creative teams more freedom to push ideas further.
“The market is changing quickly,” says Mullooly. “As campaigns stretch across more markets, platforms and rights environments, music decisions increasingly involve legal, commercial, cultural and operational complexity simultaneously. Brands and agencies need partners who understand not just the creative side, but how ambitious ideas survive production realities and scale globally.”
“The UK remains one of the world’s most influential advertising and production markets,” says Christian Mix-Linzer, founder of Tracks & Fields. “Many of the industry’s most important music and cultural decisions are shaped here. Brands and agencies are increasingly looking for partners that combine cultural understanding with operational accountability. Mark understands both sides of that exceptionally well.”
Music Has Gone Strategic. The Industry Hasn’t
As campaigns stretch across more platforms, markets and rights environments, agencies are under growing pressure to execute ambitious music ideas without delays, licensing issues or creative compromise. Multi-market rights management, artist partnerships and production feasibility now carry increasing commercial and operational risk.
“Music has become central to modern brand communications, shaping cultural relevance, emotional impact and campaign performance across global markets,” says Mix-Linzer. “Yet the infrastructure behind it remains highly fragmented, and brands are still making major music decisions too late in the process. That creates avoidable creative, commercial and operational risk.”
Building Long-Term Infrastructure for Global Brands
Tracks & Fields combines music and cultural intelligence with proprietary technology and global rights infrastructure, managing music from strategy to delivery with accountability across cost, rights and execution.
“We built Tracks & Fields so creative teams can push further and know the work will actually be delivered,” says Mix-Linzer. “Increasingly, the differentiator is whether ambitious ideas can survive production realities and scale across markets. Rights, cost, feasibility and AI-driven content risk, that operational complexity is our problem to solve, not theirs.”
Since 2008, Tracks & Fields has managed more than €100 million in music licensing and artist partnership projects for brands including Mercedes-Benz, Aldi and Zalando, spanning music strategy, licensing, business affairs and production delivery. The London office adds to the company’s global teams across Berlin, Warsaw and Tokyo.
