Where are you based and what is the music scene like there?
I’ve only recently moved back home to Melbourne this year, and a big part of why I love this city is the incredible live music scene. I’ve heard it has more venues per capita than any other city in the world… so gotta be doing something right!
What’s been happening recently?
A lot! Had an incredible time up at BIGSOUND last week, it’s always so lovely being able to catch up with everyone, and have some face to face time, instead of relying on emails 24/7 🙂
So much great talent, so huge shout-outs to Mieesha, Dulcie, Spacey Jane, DVNA.
How long have you been involved in PR?
My first intro to PR was straight out of Uni (circa 2009), with a work experience placement with a company called Beat Broker PR – I’m not sure if I’m they’re around anymore, but definitely solidified my passion to work in the field.
How and why did you first become involved in PR?
I’ve always just loved the idea of supporting artists by shouting about them, and trying to get them as many champions as possible. It’s such a pleasure to work with artists you love, and to share that info + passion with others around you, is a pretty great way to make a living.
What has kept you in the PR industry for such an extensive period?
Primarily the music. There were definitely times when I was younger when I considered changing industries. And unfortunately, at the time it very much came down to a feeling of trying to break into a “boys club”, and feeling as though my efforts were a waste of time. Which as a young adult, is a pretty hard thing to navigate. But I can now happily say that I work alongside some of the most lovely and supportive people I’ve met in my life.
Paper Planes PR is your new baby that is about to take off! How and why was Paper Planes PR born?
It all started about 12 months ago, when we were approached for independent PR services. At the time, we thought it would just be a once off, but we ended up building a great relationship with the artist + management, so decided to keep things going. I’ve always loved the idea of starting a business, so am very grateful for the opportunity, and the incredible support of my business partner Jamie Raeburn – an absolute legend!
What do you aim to achieve with Paper Planes PR?
We hope to build a diverse client roster, that we can consistently work with throughout their careers, and help create engaging discussions in their communities.
Who have you worked with to date?
Over the past year, we’ve worked with some phenomenal talent including shallou, an incredible electronic producer from the US – his sophomore EP ‘Souls’ is so lush and gentle, I couldn’t ever get sick of it.
Also been working with Kiwi producer BAYNK for a while now, who has just released his sophomore EP ‘Someone’s EP II’ – again insane talent, and is very much involved in every part of his creative from artwork to visuals, and music videos (‘go with u‘).
Beth Yen is a dear friend, and when she asked me to help get the word out on her achievement on hitting #1 on the ARIA Club Chart with her track ‘Ocean‘, I couldn’t say no! I was shocked that she was the first woman since 2012 to hit that goal, and the fourth ever in the history of the chart. Definitely a moment for her to be celebrated, and also a moment to create a bit more discussion on the inequality in the industry.
And then there’s local Brissy talent Yoste, who released his debut EP ‘try to be okay’ last year. So young, and already producing such refined and classy music.
What do you find most rewarding and challenging whilst working in PR?
The most rewarding is when you see the artist’s you work with are killing it, whether it’s their first show, or their first sell out, it’s all pretty special.
The biggest challenge for me at times is just turning off, and I think a LOT of publicist would say the same. I’m a big believer in looking after yourself, but it doesn’t always come naturally. Finding time for fitness, meditation, time for family, whatever it is for you, is the only way you’ll have longevity I think in any long term career.
What do you like to do away from PR?
Still very focused on music, I like to go to as may gigs/parties as I can, dabbling in guitar/piano in my downtime, and now that I’m back home in Melbourne, spending as much time with friends and family that I can…. and my beautiful doggo.
Who are you listening to at the moment?
Kaiit, Mallrat, Cassian, Jorja Smith – I’m a sucker for a strong female topline. And queued to check out today, the new albums from Post Malone and Sampa The Great.
What advice would you give to aspiring PR professionals?
Be persistent. If you find something you love and want to do, don’t give up without a fight.
And when it comes to the role itself, I think the most important things are organisation, attention to detail, and more than anything, taking time to think outside the box.
What type of artists would you like to work with in the future?
As mentioned before, I absolutely adore strong female vocals, so there’s definitely a few neo-soul/R&B ladies I have my eyes on. But everything from commercial/indie pop, through to electronic and dance as well.
What do you have planned for the remainder of 2019 going into 2020?
For now, just want to take everything step by step, and start reaching out to some amazing artists we’d love to work with.
Favourite food and place to hangout?
Can’t go past some good Asian-fusion… from anywhere, love it all! Pretty much my pick 90% of the time..! For hangouts… I don’t have one particular place I always go – I like to explore and try new places, but can’t go past a good beer garden on a sunny day. To say I’m looking forward to summer is an understatement!