We are built as a small, intentional ecosystem designed to support people, ideas, and long-term work. Each arm operates independently, but when aligned, they provide clarity, protection, and momentum — without dependency.

This structure allows us to work flexibly, supporting people where they are while protecting ownership and long-term value.

Structure

PRINCIPLE MEDIA LTD

Strategy & Creative Partnerships

Principle Media is the strategic core of the group. We work directly with people, brands, and projects to define direction, shape narrative, and build the systems required to execute with clarity.

Our role is not to manage or extract, but to partner — providing structure, perspective, and infrastructure that allows people to move forward with control.

GROUND UP ENTERTAINMENT

People & Development

Ground Up Entertainment focuses on long-term development and incubation. This arm supports people early in their journey, offering guidance, structure, and optional representation where appropriate.

Work here is selective and relationship-led. Not every situation requires management — sometimes the right support at the right time is enough.

We operate through a defined internal framework designed to ensure clarity, speed, and accountability across every engagement.

Strategic Direction

Mission definition, positioning, and long-term roadmap development.

Operational Infrastructure

Workflows, AI-supported tools, reporting systems, and campaign design.

Analytics & Intelligence

Performance monitoring, signal tracking, trend analysis, and real-time optimisation.

Campaign & Execution

Platform strategy, distribution coordination, creative alignment, and structured rollout.

Ownership & Protection

Rights management oversight, publishing administration, and long-term value alignment.

Each arm can operate independently. together, they form a complete support system — strategy, media, music, and development — designed to empower people without compromising ownership.

the structure serves the person — never the other way around.

Jus Jammin Records exists to protect creative work and educate people around ownership. The focus is on songwriting, publishing administration, mixing and mastering, and release support — always with long-term value in mind.

We prioritise understanding over volume, helping people recognise what they own and how creative work can compound over time.

JUS JAMMIN RECORDS

Music, Publishing & Ownership

operating framework