FOUNDER, LONE PR

Lone PR was founded at the start of 2023 by Nisa Kelly, a publicist born and raised in London with almost 10 years experience in music PR. She started out at some of the best independent agencies such as RMP, Inside Out and Good Machine working on notable campaigns for emerging artists and established talent such as Gorillaz, Little Simz, Kano, Kelela, King Krule, Neneh Cherry, SHERELLE and more.
    
Ethnicity: Thai - British/Irish
Location: Bangkok (Thailand)/London (UK)

Connect: Instagram

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Tell us a bit about your role
As a music PR my role is to ensure my artists stories and music reach fans current and new via different forms of media whether that be newspapers, magazines, online platforms, podcasts, substacks or social media.

What does your average day look like?
That's hard to say because no day is the same, but one thing is for sure - I'll be emailing A LOT. It's a comms role after all so I am constantly in touch with editors and writers keeping them up to speed with my artists activity. In and amongst that though I could be covering an editorial photoshoot or interview, attending a gig that I've invited reviewers to, joining a planning meeting where I'll outline my press strategy for the campaign or drafting a press release for an artist's next big announcement. 

What is a common misconception about your role?
I guess the misconception is what the role actually is. Often when I tell people what I do they say 'so you're a manager?' or 'you do marketing?' when actually my job is to assist an artist in their story-telling and positioning. 

What is your most & least favourite part of the job?
My favourite part is the A&R element of my role, I enjoy discovering artists that I want to work with. My least favourite is the uncertainty that comes with the nature of the job.  

An important skill/trait for success in your role
Engaging, concise and clear writing. 

Tell us a bit about your industry journey
I started out as a PR assistant working up into a senior publicist role. The more I led on campaigns and the more I developed strong relationships with clients, current and new, gave me the confidence to work independently and do my own thing. 

Describe when you knew that you wanted to pursue a role in the music industry
I didn't have that moment, I didn't think I belonged in the music industry to be totally honest. It took for someone else to see my potential - Chris Cuff, my now good friend and founder of Good Machine PR who gave me my first job in music. I loved music, especially the backstory to a song or an artist and was good around people but didn't even know there was a role that existed where those interests/qualities were really beneficial. 

How does your heritage affect your experience within the industry?
I think my heritage has a positive effect within the industry - being a person of colour, I can connect with POC artists through similar lived experiences which offers a nuanced sense of care when it comes to handling their stories. 

Favourite project that you've worked on 
I can't pick one but my top three would be Kano's 'Hoodies All Summer', Little Simz' 'GREY Area' and Kelela's 'RAVEN'. 

Your advice for someone entering the industry
Don't be afraid to ask questions to better understand the industry and your role. And if you still don't understand - keep questioning, maybe you'll be on to something.

Your 5 music selects from the community
yingge, Hongza, Jess Young, Niki Colet and Jax Jones - all artists I have the pleasure of working with!