How Leaf transformed from music to AI-powered retail marketing success

Leaf, a data-driven marketing company, has stayed rooted in Newcastle since relocating to the UK over ten years ago. Originally launched in Costa Rica as Leaf Music, the firm has since shifted its focus from musicians to eCommerce and retail brands. Today, it employs around 30 people, having streamlined operations with AI to boost efficiency.

The company began in 2010 as Leaf Music, founded by Gilbert Corrales, Helga Alvarez, and Wesley Hartley. Their goal was to help artists engage fans, grow audiences, and earn fair revenue—believing streaming platforms had sidelined musicians from the value chain. Early efforts centred on marketing execution, data analysis, and performance optimisation for labels and performers.

However, scaling proved difficult. The founders soon realised the romantic vision of supporting artists clashed with commercial realities. This led them to pivot, applying their data frameworks to retail instead. Partnerships with brands like Peak and Footasylum followed, turning unprofitable campaigns into successful ones.

Leaf now operates with an engineering-first mindset, building its own software to tackle real-world challenges. Its two main products are Signal, which safeguards and tracks conversion data, and Answers, a tool that analyses performance in real time to uncover actionable insights. The team, once expanded to 60 during the pandemic, has since been intentionally reduced to 30, with AI helping maintain productivity.

From its origins in Costa Rica to its current base in Newcastle, Leaf has evolved from a music-focused startup into a data specialist for retail and eCommerce. The shift allowed it to refine its technology and secure partnerships with major brands. With a leaner team and AI-driven tools, the company continues to adapt its approach to market demands.