Marketer Mai will be involved in marketing, communications, events, film and editorial, a broad role that will see him developing brand content and editorial content.
Mai, held a similar role at Lad Bible where he helped develop content and marketing for the publisher, leading on campaigns like The Trash Isles where it lobbied the UN to create a country in the great pacific garbage patch.
Blaise Bellville, the founder of Boiler Room, said: “We are bringing these areas of the business together under one leader as we expand our content and distribution platforms to drive our brand and content pillars to a mass global audience.
“Stephen has a track record of transforming iconic youth media brands and taking them to new heights, we’re excited by his vision for the brand.”
Mai said Boiler Room is a “cultural institution with an incredible brand story,” and that it is the “only digital brand that regularly connects with audiences in real life.”
He will lead up a new division that “fuses marketing and communication expertise” with content and editorial to create an opportunity to drive mass impact. We’re aiming to take the world of Boiler Room to more people, territories and platforms. Music is the catalyst for arts, culture, activism, travel, fashion and beyond. We have built an influential audience that is infused in these worlds and we will be developing products to engage with everyone of their passions.”
Boiler Room features over 4,000 performances from more than 5,000 artists, spanning 150 cities. The brand claims to reach 157m people each month.