Industry Insider: An interview with Platoon’s Linda Ayoola

Mixmag’s Industry Insider series hosts conversations that spotlight the people shaping dance music from behind the scenes. This month, we sit down with Linda Ayoola of Platoon, a key force in artist development and creative strategy. Known for nurturing emerging talent and helping artists build sustainable careers, Platoon has become a trusted partner for musicians worldwide. From backing innovative projects to supporting diverse artistic voices, Linda began as Africa Lead/Services Lead before moving up to Global Head of Music at Platoon (now Apple), as her work continues to influence how new music is discovered and championed. Linda now oversees all genres with a global team and has nurtured stars like Ayra Starr and Amaarae. Rooted in her Nigerian heritage, she champions African music, organises TEDx events in Peckham, and has previously served as a magistrate.

How do you explain what Platoon is to people from outside the industry?

I usually say that Platoon is a music company that champions artists and helps them build long-term, meaningful careers. We give them the tools, guidance and global support they need, while allowing them to remain independent and creatively free. In simple terms, we are a home for talent that wants to grow on its own terms, backed by a team that truly believes in artistry, culture, and community.

Can you walk us through your journey into the music industry. What were the key decisions that defined your path?

My journey began far from the music world. I studied accounting and finance, and eventually became a Senior Project Manager at the RBS, which taught me discipline and strategic thinking. Everything shifted in 2015 when my husband Suli Breaks and I travelled to sixteen cities across six continents in eighty days. That experience opened my eyes to global culture and the power of creative expression. Back in London, I worked on a voter mobilisation campaign that reached seven million people during the EU referendum. That project reminded me of the impact storytelling can have. Soon after, I transitioned into the creative industries, which naturally led me towards music. Joining Platoon in 2016 as part of the founding team was the true turning point. It allowed me to build a bridge between structure and creativity, and to support early careers of artists across Africa. Today, I have the privilege of serving as Global Head of Music, overseeing genres and regions across the world including Africa, Latin, Classical and Pop. Every pivot has been shaped by curiosity, courage and culture.

What is your own relationship with dance music?

I am not a DJ, although I love the craft. I collect music from all over the world, and I absolutely still enjoy being on a dancefloor. There is something magical about feeling rhythm together as a community. It reminds me why music matters.

What is a typical week like for you now, and how has that changed over time?

My weeks now are incredibly global. One moment I am in a meeting about releases from our African roster, the next I am reviewing a classical strategy, before jumping into conversations about emerging movements in Latin America or Asia. I work closely with regional leads, artists, composers and cultural communities. There is always a new language, a new story to understand. In the early days at Platoon, I was very hands-on with artists day to day. Now the work is more about shaping vision, guiding my team, and ensuring that every artist we work with is handled with respect and cultural intelligence. The scale is bigger, but the heart is the same.

What are the biggest challenges you face in your role, and how do you navigate them?

Managing a global music team means navigating very different creative ecosystems. Each genre has its own culture, its own dynamics and its own community expectations. I navigate this by listening closely and building strong relationships with local experts. I never assume that one model fits all. Culture must always lead, and business must follow with sensitivity and care.

How do you define success in your work, both for Platoon and personally?

For Platoon, success is when our artists feel seen, supported and empowered to build sustainable careers. For me, success is measured by impact. If I can open doors that were previously closed, build systems that make the industry fairer, or help an emerging market gain global recognition, then I feel I have done meaningful work.

What role does culture, identity or heritage play in your work?

Culture is my compass and identity is central to how we approach development and storytelling. My own journey, from finance to founding Platoon’s early African efforts, has taught me that heritage is not a limitation. It is an advantage and it's what gives music its power.

What advice would you give to people trying to build a career in music, especially in non-performing roles?

Do not rush the process. Learn the ecosystem slowly and thoroughly. Be genuinely curious about people, genres and cultures beyond your own. Music is global, and the most successful people in non-performing roles are the ones who understand the world as much as they understand the business. Go out and meet people, as cliché as it is to say, your net worth is your network.

How do you balance the business and creative sides of your work?

It comes down to intention. I see the business as a support system for creativity. My job is to make sure the business decisions protect and elevate the art, not restrict it. Staying close to the talent keeps me connected to the creative pulse.

How do you stay connected to culture and community while running global operations?

I stay connected by being intentional about community work. Organising events, founding She Runs The Boards, and serving as a magistrate all keep me grounded. My kids and my husband keep me grounded! Travelling and meeting young creatives in their own environments also keeps me connected to the heart of the culture.

How do you stay focused and mentally grounded?

By keeping my faith at the centre of everything. I believe in God, and prayer, reflection and gratitude provide the foundation I stand on, especially when the pace is intense. My family also plays a huge role in keeping me centred. They remind me of who I am beyond my job title and they give me perspective, love and balance. Alongside that, I try to protect my wellbeing by creating moments of stillness and keeping people around me who speak with honesty and care. Those things help me stay clear, focused and aligned. Oooh, I also started running two years ago, so I do that to help keep me sane!

What traits make a great business person in the dance music industry?

Humility, curiosity, respect for community and a genuine love for the culture. You need to understand people and scenes, not just contracts and data.

What advice would you give to young people who want to work in electronic music at a tech-focused company?

Learn the culture as deeply as you learn the technology. Be hands on. Build things. Create your own opportunities. Tech moves fast, but culture moves deeper.