The music industry veteran Claire Haffenden has launched her eponymous company, Haffenden & Co, in 2025 after concluding an illustrious 29-year career at Universal Music UK. Her new venture focuses on event production, artist liaison, brand partnerships, and VIP management, bringing her extensive expertise to a more personalized business model.
Haffenden’s career trajectory at Universal Music UK culminated in her role as Director of Artist Relations and Events, a position she held since her promotion in 2013. Her early professional years were spent at London Records and A&M Records before the 1998 PolyGram-Universal merger placed her at Polydor, where she handled promotions and artist relations for major acts including Sheryl Crow, Sting, Eminem, and the Black Eyed Peas.
Claire Haffenden’s rise to Director at Universal began with talent relations for legends like Sheryl Crow, Sting, and Eminem at iconic industry labels.
Perhaps most significantly, Haffenden orchestrated more than 20 Brit Awards after-parties featuring international stars, creating environments that prioritized artist comfort and discretion. Her collaborations with visual artists for BRIT Awards included renowned creators like Yinka Ilori MBE and Ashton Attzs. These events became known for their inclusive atmosphere, deliberately avoiding VIP segregation to foster genuine interaction among attendees.
Haffenden & Co operates on a boutique, bespoke service model covering everything from strategy through execution. “Our foundation is built on confidentiality, trust, and diplomacy,” Haffenden explains, emphasizing her commitment to quiet excellence and client-centered personal service.
The company leverages her elite network of contacts and preferred suppliers worldwide to deliver meticulous event management. Through her specialized services, Haffenden helps musical artists explore sync deals as another revenue stream beyond traditional performances. Her expertise also extends to advising artists on digital distribution strategies that maximize their presence across streaming platforms while maintaining their artistic integrity. Her departure from Universal in April 2023 marked the beginning of this new entrepreneurial chapter focused on broader client opportunities.
Recognized in Music Week’s Women In Music Roll Of Honour 2022 for her leadership and mentorship, Haffenden has earned testimonials from major recording artists like Sheryl Crow and Enrique Iglesias. Universal Music UK’s CEO praised her ability to consistently deliver “on the biggest stage with global artists.”
Haffenden’s shift from corporate executive to entrepreneur in April 2025 was motivated by changing creative landscapes that demanded more tailored solutions. Rather than pursuing high-visibility or volume-based approaches, her new venture emphasizes cultivating long-term client relationships.
“After three decades in the industry,” Haffenden notes, “discretion and personalized service are what truly matter in creating exceptional experiences.”
