Richie Marcello-Williams kicked off a career in creative synch at Kobalt Music Publishing in 2014, where he worked to land visual media opportunities for Kobalt's catalog and writers, including a placement for Big Freedia’s “Rent” in marketing for HBO’s Insecure S3 which helped make it the artist’s most streamed single during the EP campaign. During his time at Kobalt he also landed opportunities for songs from Demi Lovato, Lizzo, Billie Eilish, Doja Cat, Kim Petras, Allie X and many more.

In 2019 Richie joined the newly formed AWAL creative marketing division and now heads up the global synch team. In his two years at the label, he has landed opportunities for artists including (but not limited to) Nick Cave, Little Simz, Jungle, Daya, girl in red, Alaina Castillo and Dayglow with the likes of HBO, Netflix, NBC, Hulu, Viacom, ABC, Showtime, Rockstar Games, Coke, Mirror by LuluLemon, Tinder and many more. Additionally, Richie spearheaded a creative marketing initiative that saw WeTransfer develop their first ever graphic novel in partnership with and led by the mind and music of rising global alternative queer icon girl in red.

In addition to his work at AWAL, Richie is the co-founder of independent label Flat Pop Records, an indie label focused on centering and supporting POC and queer artists and musicians.