Louvel, you’re the Media & Promotions Manager at Virgin Music Australia. Please tell us your story! How did you get to where you are today?
Working in the music industry had always been a long term goal of mine since I left school. I was fortunate to grow up around people in Brisbane who were musicians, DJs and event organisers so I used my networks to get experience where I could. Lots of unpaid work experience that really just helped me hone in and learn skills and meet people over the years. I also went to uni to study PR & Communications and it just went from there really!
Tell us about your role with Virgin Music, what does your day-to-day entail?
As a publicist your day to day varies a lot depending on the campaign you are working on. Mostly I spend my days pitching to media/radio, creating relationships with media, planning content for editorial, social media content planning and updating databases and of course, listening to music!!
What has been your proudest career achievement so far?
Probably getting my role at Virgin Music – working with a major label is pretty wonderful and I think as well getting recognition for my work as one of the 30 Under 30 The Music Network award!
Who are your role models in the industry, be they international or Australian?
My role models are definitely the women I’ve worked with – my mentors throughout my time from when I started as a teenager, up until now my direct managers in my publicist roles who have just nurtured my learning and my career path. International however, Jameela Jamil and Rihanna are powerhouse women who I admire greatly.
What’s your favourite thing about working with Virgin?
My team! And, of course, the artists we work with are incredible.
Who are your top three ‘artists to watch’?
Alewya, Momma & YB.
What advice would you give someone just starting out in music who would like to work in PR? Where should they start?
Network – who do you know or can get to know in the industry that works at an agency/company you want to work at, get practical experience, but also have an understanding of what PR entails. I think the main thing people seem to think the role is all about getting free access to merch, gigs and whatnot, but it really isn’t all about that hahaha… there’s a lot more to it. Knowing why you want to work in PR and what your strong skills are as an individual will guide you a lot.
What impact has COVID-19 had on your work?
Me personally, I haven’t felt the hugest grunt and I count my blessings that I’ve been able to still work throughout the pandemic… I moved and was inducted into my new role remotely and online so it was a while ’til I had a face to face with my whole team which was a new experience… but the people I work with in the music industry have had it really tough. Without being a broken record, it’s clear that COVID has impacted everyone greatly in many ways. But it’s great to see we are back on the up and things are slowly coming back to ‘normal’ which is exciting.
You recently moved from Brisbane to Melbourne. What’s the one thing you’d like people to know about Brisbane’s music scene?
It’s picking up! So many fantastic and talented bands, DJs and artists are coming out of Brisbane. I’m really proud of my home city and how they’re really curating such an inclusive and nurturing music scene. If you get to make it to Brisbane, there’s always a groovy music event on these days.
What is your big picture career goal?
Working for Rihanna (a girl can dream!!!)
What’s your top tip for dealing with a shitty day?
If you have the space to do so, letting your team know. Mental and physical health is really important and truly is something that effects your work. I would also recommend simple things like having a tea, slowing down, take a break away from technology for at least 20-30 mins. I usually like going for a walk or sitting in a park to just disconnect for a bit.
Do you have any activities that you do for self-care that are non-negotiable?
Pretty similar to doing what I need if I’m having a shitty day. My other self care routines are comfy clothes, cuddling my cat and doing something like getting a massage, even if it’s a short 15-20 min upper body. Oh, and of course, the occasional couch potato moment watching something on Netflix.
How do you make sure you’re looking after yourself when things get really hard?
I usually lean on my friends or my parents to talk it through with them. Or if it’s work related, I will let my manager know. An old manager’s best advice is to look at things in two ways: “What things are in my control” and “What things aren’t in my control” – learning to let go of things that aren’t in your control is a huge game changer for me. I’m a bit of a worry wort by nature!!! haha.
How firm are you with boundaries between work/life balance and how do you try to enforce them?
I’ve learnt to be more firm with the capacity in which I can do things in both work/life. I do love going above and beyond, but burning out is something I have experienced. My psychologist taught me The Eisenhower Matrix – recommend!
What is the best piece of life advice you’ve ever received?
I always find this hard to answer as I’ve received different pieces of advice throughout my life that have been impactful at the time or I still carry with me. But they all somewhat centre around creating the life you want with the tools you have, don’t be afraid to ask for help and just backing yourself! Trust your instincts. Continue learning about yourself!
If you could time travel and see any artist from any time perform live, who would it be and why?
Amy Winehouse. She is my favourite singer/artist/songwriter, she was gone too soon.
Which Australian artist would you want to work with and why?
Vetta Borne, I love her style, her vibe and of course her voice is just incredible. She’s redefining pop in Australia.
What does 2022 hold for you? Anything exciting you can tell us about?
Just living and creating a life in Melbourne – nothing else to report just yet, but here’s hoping it brings many wonderful things.
What is your go-to karaoke song?
So hard because I love karaoke – give me something Shania Twain, Britney Spears or anything from the ’90s-’00s.