Please tell us your story! How did you get to where you are today?
It’s been a winding path starting in film before moving to tv and finally landing in music which is where my heart is the happiest. Working across different industries has been beneficial for me in terms of not feeling daunted on working in areas that aren’t in my wheelhouse, I can jump in on any type of campaign and feel comfortable tackling it.
What is your role & responsibilities in the music industry?
I am the Head of Communications which sees me manage our brilliant team of publicists whilst also working across my own roster of PR artists.
Why did you want to get into the music industry?
My parents were both music lovers and brought me up with so many different types of music as well as taking me to gigs so I think it was something that was instilled in me, but I didn’t ever consider it as a career. As I moved through various industries and agencies that worked across different types of clients, I realised that music was where I was the most fulfilled and so then focussed on getting myself into the industry full time.
“There’s a few that come to mind, ‘do one thing every day that scares you’ or ‘it’s PR not ER.’“
Have you had to overcome any challenges or adversity in your career, and if so, how did you approach them?
Having two kids whilst working a job which requires a lot of out of hours commitment has been a challenge but it’s finally feeling like it’s a smoother path. Big appreciation goes to my husband who has covered for me A LOT, and also to Mon who started Positive Feedback, who has never made me feel like I was inconveniencing the team if I needed to go to a school sports carnival or parent/teacher meeting.
Let’s talk about the highs vs the lows of your career. What is your greatest achievement? And are there any moments you would like to share that you learnt greatly from?
Working with artists who go from playing their first headline shows at the The Lansdowne or the like, to selling out iconic venues such as the Enmore or Hordern is so fulfilling. We spend so much time plugging away at our desks behind the scenes, so the magical moments are when I see people out there connecting with the music in a live setting. The awards, accolades and chart positions are fine, but nothing beats watching a crowd sing your artists songs at the top of their lungs and having the time of their lives.
The lows would have to be the campaigns that you work on and really believe in but for whatever reason don’t resonate or get the attention that you believe they deserve. Often those are the ones where you work the hardest trying to be heard but see little reward. It can be heartbreaking but I try to remember that I’m one part of the team and all I can do is put in an effort that I’m proud of.
“In the future I hope that the music lover is the dominant voice rather than influencers who are in it for the followers, whether it be within traditional media or social media.”
What is the best piece of life advice you’ve ever received?
There’s a few that come to mind, ‘do one thing every day that scares you’ or ‘it’s PR not ER’ haha
What would you tell your younger self if you could tell them anything?
Say yes more often!
Who are you 3 artists to watch?
What is your big picture career goal?
To get more uncomfortable. I’m an extrovert but hate being the centre of attention so doing something like this Q&A is uncomfortable for me. Over the past few years I’ve being saying yes to being on panels, participating in workshops and being a mentor. I’ve discovered I find it rewarding but you’ll still never see me give keynote! I want to do things that challenge me and get me out of my comfort zone.
Who are your role models in the industry be they local or international?
Any female in general who has battled to be heard and get where they are is a goddess, extra admiration goes to those who juggle a family as well!
“Having two kids whilst working a job which requires a lot of out of hours commitment has been a challenge but it’s finally feeling like it’s a smoother path.”
As a publicist, how should those in the industry utilise your role to get the most out of working with a publicist?
There are so many but my top three would be to tell us where you want to get to with your career (whether that be in the next 6 to 12 to 18 months), where do you want to be seen media-wise, what you do and don’t want to do in terms of content/interviews.
What was your part of the industry like when you started, compared to now? What do you hope to see in the future?
There’s been a huge change in the media landscape from when I started when it was the traditional outlets such as print magazines, newspapers and radio. Moving from that to being across the influx of online media and now to the massive focus on social media accounts has been fun and challenging as it’s so fast moving. In the future I hope that the music lover is the dominant voice rather than influencers who are in it for the followers, whether it be within traditional media or social media.
Have you experienced discrimination within the industry?
I’ve really lucky to not to have felt any discrimination in the industry, on the whole I have felt heard and supported. I know this is a rare position to be in, so I aim to make others feel the same.
What is your go-to song for Karaoke?
Bust A Move!