When I graduated from my Media and Communications degree, I was struggling to get my foot in the door and did a temp role for a biscuit company who made the Aldi version of an Arnott’s Family Pack. I got along really well with the guy who owned the business and he offered me a full-time job. I told him I had my heart set on getting into the entertainment industry and declined. Anyway my temp role finished up, and a few months later the guy from the biscuit company called me out of the blue and told me he got me a job interview the next morning with a music promoter. Turns out biscuit guy was Chrissy Amphlett’s nephew! 

I got the job and started off in marketing and ticketing working on tours such as Wu Tang Clan, Kiss and Culture Club. On my first day I met Nick Greco, one of the now directors of Untitled Group, and we went and set up the ticketing for the first ever Beyond The Valley. 

I met the directors of Untitled Group nine years ago now, when we were all in our early twenties. I was working for their at-the-time business partner, and we all shared an office space. They would sit out in the open-plan area laughing and joking all day whilst I hid away in my little private office, too shy to chat. Within a couple of years, I realised I wanted to work for them, I was drawn to their passion, creativity, determination to grow and take risks. I really wanted to prove that I was committed, missing New Year’s Eve parties with my friends to instead ask for contract work at Beyond The Valley. 

I worked my way up the ranks, saying yes to any job that was offered to me. I’ve gone from marketing, ticketing, talent buying, event management, artist services, glamping manager, sustainability manager… you name it. Eventually, that paid off, and I became their 2nd full-time hire which has now grown to a team of 50, pivoting to launch Untitled Group’s in house PR department from the ground up.

First up a compulsory cappuccino with the work fam. Depending on whether I’m announcing a festival or tour, I’m writing and issuing press releases, pitching to media, or planning for future announces… and I’m a sucker for a cheeky chat in the kitchen with whoever I can trap on a given day.

I am also heavily involved in our social impact endeavours and assist our social media team in creating meaningful content outside of event promotion.

Going from building the in house PR department from scratch at a small start up company, to getting where I am today, heading up the PR for what is now the largest independent music promoter in Australia working on some of the country’s biggest festival brands.

My cousin Anna Fitzgerald who is the Director of Publicity at TMRW music. I always thought she was so cool growing up and she gave me advice on how I could get into the industry. It feels surreal sometimes when we get looped into emails together thinking back to where I was and where I am now.

Also Tara who runs Strawberry Fields, you don’t come across many women being the director of a festival. She cares so much about sustainability to the point she’s created the festival’s own rewash system, utilising reusable plates made from rice husk instead of single-use serveware.

Being able to see tangible outcomes. It’s great seeing an event come together and experiencing first hand all the work we’ve put in. I also love the people I work with, we work hard and we have an absolute hoot while doing it. 

IJALE, Eyes of Bel, Cassettes For Kids.

Know your core values and don’t compromise them. The music industry can be tough and I was faced with a few moral dilemmas at a very young age and was forced to develop a thick skin as a result and learn to stick up for myself even when it felt uncomfortable. A lot of women dumb themselves down and soften themselves to be more agreeable. Sometimes I would catch myself using the word ‘just’… eg. ‘I just do the PR…’. We need to back ourselves and be assertive. You can do this and still be warm and likeable.

Asides the obvious of the entire industry being forced to a halt – we all had a lot of time to regroup and reassess where we were at both professionally and on a personal level. In my opinion this has actually been a good thing as we’ve come out of the gates stronger than ever. 

I want to be known as a highly regarded publicist who is truly invested in the brand reputation and impact of the umbrella company of Untitled Group as a whole – beyond an individual festival or campaign. I want to be a publicist who cares not only about exposure, but also about people and highlighting individual’s achievements, diversifying our partnerships and practices, and leading our social responsibility initiatives and contribution. I want this care factor to have a flow on effect to everyone I come in contact with.

Nothing good happens after 3am. 

Tkay Maidza, she’s the most underrated artist in Australia in my opinion. I think she’s going to be as big as Nicki Minaj or Doja Cat one day.

It can be hard when work life and social life are so intertwined due to having events on the weekend, but I wouldn’t be in this industry if I didn’t enjoy that aspect. Over time things have been implemented at Untitled Group to assist with boundaries – for example, we used to exclusively text each other for anything work related, now we’ve moved over to Slack. I can’t even imagine doing that now, chaos!

This is really embarrassing but I actually have created a special playlist for this exact scenario called hot girl shit‘ I put it on really loud on my speakers and dance and sing… lol.

If the day has no chance of coming good and even hot girl shit can’t save it – then it’s a candlelit bath with magnesium salts and a book. Phone goes on airplane mode.

Amy Winehouse. One of the greatest voices and songwriters of our time and gone too soon.

Honestly? A holiday. I haven’t been on one since 2019 and I’m planning a trip to Thailand. Get me on a beach with a bucket. 

I’m also in the process of growing my team, I’ve recently taken on a paid intern through the Australian Indigenous Mentoring Association who is already doing some incredible work. I’m also currently looking for someone to work alongside me on a full-time basis! 

Shania Twain – That Don’t Impress Me Much