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Alison | Music publicist

@urbansoulpr

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Music PR & coaching for independent artists ✨
Your Fairy Godmother with tips to grow your music career mindfully.
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7 months ago

Third time’s the charm… and then I’m done, I promise 🤞🏼😅!

@bts.bighitofficial ARIRANG album has been on repeat for me since March & every time I think I’ve said everything there is to say, another ‘wow’ moment pulls me back in. This time, it’s about the cohesiveness of the creative vision & how every single detail of this project tells the same story.

It started with watching Boyoung Lee, HYBE Chief Creative Office, present the ARIRANG concept in the @netflix documentary. The intentionality behind it all genuinely took my breath away. This one’s for her 💜.

And with BTS having just performed at the FIFA World Cup Final ⚽️ — the first halftime show in the history of the tournament — it felt like the perfect moment to drop this. Because to me, that stage was kind of the final sentence of the whole declaration (well… I think maybe a Grammy nomination - and even win? - might come later 👀).

One concept, expressed through everything. As @rkive put it so nicely: “Born in Korea. Now playing for the world”.

#bts #btsarmy #arirang #musicmarketing #fifaworldcup taken in Seoul, South Korea by @urbansoulpr

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4 days ago

I’ve seen what happens when an independent artist stops leaving their music career to chance & starts treating it like something worth showing up for every single day. Yes, there will be hard days. It’s not always glamorous. But your efforts will compound 💸. And one day, you’ll look back & realise that every small act of consistency, every new little habit, was actually you building something real 🌱.

That’s what the ✨Management Membership✨ is for. Let’s build it together. Link in bio to apply 🔗 - new cohorts starting the first working day of each month. by @urbansoulpr

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11 days ago

In this new Music Diaries episode, we’re embracing growth and protecting our peace with The Isle of CC.

The Music Diaries is an original reel series through which I aspire to shine a light on independent artists that I love, whether I work with them or not. The goal is to promote their art in an intimate and thought-provoking way, while letting you in their little cocoon. The Music Diaries is a reflection on their current state of mind, their dreams, their ✨WHY✨.

Blending neo-soul, alternative R&B & electronica, @theisleofcc has long been a passionate advocate for the independent music community. We actually met through my work as a music publicist while they were working as a journalist, so it’s been incredibly special to watch them step to the other side of the mirror and share their own stories with the world after spending so much time championing everyone else’s. If you’ve ever crossed paths with CC, you’ll know that’s simply who they are: someone constantly uplifting others, sharing opportunities & making the creative community feel a little more connected 🫂.

While I went for the intimate Cozy for the background music of this reel, I invite you to check out their latest single, hate2say, a powerful anthem for anyone who’s ever been made to feel like they should shrink themselves to fit in. It’s about refusing to dim your light despite the noise around you — something that beautifully echoes today’s reflection. As they navigate this new chapter of life (Saturn return hello - I love my fellow Astrology lovers 🌙!), embracing their genderfluid identity and letting go of what no longer serves them, they’re choosing to protect their peace, pick their battles wisely & allow those shifts to naturally seep into their music. And I, for one, can’t wait to hear all the goodness that comes from it!

Independent artists, what have you outgrown recently & how has letting it go changed the way you create?

______

Song: Cozy by @theisleofcc
#themusicdiaries #urbansoulpr #independentartists #neosoulmusic #lgbtqmusic taken in Milton Keynes by @urbansoulpr

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20 days ago

When most artists think of promo as asking (for streams, attention, shares), @bts.bighitofficial does the total opposite. Their rollout for ARIRANG, released in March, was a waterfall of offerings which started almost 3 months before, directly in their fans’ mailboxes. 3 months post-release, they remain the gift that keeps on giving 🎁.

They understand the importance of placing their fans at the center of their campaign. Letting them know they’re seen. And keeping them FED. Just recently, ARMY got a digital release of Come Over (originally a hidden vinyl-only track), a Merry Go Round music video and I wouldn’t be surprised to see the Korean version of NORMAL hit streaming too (maybe even with visuals 👀?)

Tomorrow, they’re kicking off the European leg of the ARIRANG World Tour in Madrid. 3 months in. Still on the road. Still giving.

Watch this reel to steal a few of their marketing tactics for promotion & audience building. The kind that scream “We thought about this. We thought about YOU”.

💡 BONUS TIP: never let a promo moment go quiet! I love how every BTS promo appearance is always announced ahead of time, then reshared after on socials. More visibility, more chances to be seen. Happy media… and happy fans, who get to feel like they’re always in the know and can amplify every video 👏🏼.

#bts #btsarmy #arirang #musicmarketing #independentartists taken in Riyadh Air Metropolitano by @urbansoulpr

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a month ago

When I went to Seoul 🇰🇷 in 2024 for a little workation (take me back! 🥹), I kept my marketing brain on and one thing that really fascinated me was their pop-up & concept store culture. I’m talking about brands & artists creating temporary spaces that are less about hard-selling something and more about letting you inhabit their universe for an afternoon. You leave having felt something.

This is what we call ‘event marketing’ or the art of creating an emotional bond with your customer (or fan, in your case). @whoisumi is definitely mastering it with her U+MI events (even @sza showed up, she’s really everywhere 🤯) which I wanted to share with you to hopefully inspire you to see further than just the streams & social media.

The goal is to tailor it to your target audience to offer them a positive interaction so that they associate it with you, as an artist. It builds community 🫂. And it gives you the opportunity to directly engage with your fans and potentially increase sales in the future. Because at the end of the day, you get to really leave a mark and you’ll be remembered much easier.

Don’t hesitate to think outside of the box and beyond music to propose an experience that not only shows who you are but also allows you to connect on a deeper level. A few ideas: a picnic, book club, nature walk, cooking class, potluck, running club, wine & paint evening…

Is that something you’d consider trying?

#independentartists #umi #whoisumi #musicmarketing by @urbansoulpr

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a month ago

You know how I talk about the ✨management membership✨ as a space to plan your release, map out a rollout, brainstorm & strategize? All of that happens 🪄! But since I launched it in 2023, one thing has become impossible to ignore: the emotional labor behind sustainable artistry matters just as much as the plan itself.

Being an independent artist comes with a lot of work, but also many doubts, questions, overthinking, mindset blocks, anxiety, moments where you’re ready to release or publish a video and suddenly, you’re not sure you should anymore 😢. This is why it was important for me to provide daily support on Slack in addition to monthly consulting calls. And I love writing notes, giving little pep talks, sending you voice memos to remind you that you’re worth it 💜!

If this sounds like this is something you’ve been missing, my application form is in the 🔗 link in bio (I’m enrolling new members every start of the month!).

#independentartists #musicindustrytips #musicmarketing by @urbansoulpr

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a month ago

I started working with @dailycherise last year. At the time, she had only released one single back in 2020, before sharing the groovy & heartwarming Flatline in 2025. Since then, this journey has been filled with many firsts, including support from @billboard & @deezer, later on followed by @tidal, who even invited her to their Spotlight Supper Club ✨!

It feels incredibly special to follow her every step of the way, witnessing the love & dedication she pours into her craft. I truly can’t wait to see where the future releases will take her 🤗

If you wanna experience your own firsts and build more momentum around your music projects, whether through streaming support or blog coverage, I’m currently accepting booking requests for Q3 (📝 link in bio)! taken in Los Angeles, California by @urbansoulpr

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2 months ago

Life lately in India 🇮🇳, remembering how to switch off…

Independent artists in my management membership often tell me they struggle to make time to create… or to just stop. I get it. Early in my freelance career, I had the same problem.

But like anything else, rest is about prioritizing. Treating music & projects like a 9-5 so you can actually enjoy your evenings & weekends. Intentionally blocking time to recharge. Planning trips & activities to xperience things, disconnect online, connect offline. Because you gotta live & gather inspiration to create in the first place!

This trip to India was exactly what I needed. If you had told me 8 years ago, when I first set foot in that country, that I would one day find peace there, I wouldn’t have believed you. Yet here I am: fully relaxed after plenty of sleep and naps to the sound of birds, barking dogs, horn honking & vegetable sellers 😅. I finally didn’t need months to finish a book (HIGHLY recommend Almond by @sohnwonpyung — really tugged at my heartstrings 🫶🏼). I reminisced about my younger self while playing with kids. I ate to my heart’s content (and then some). I continued catching up with @bts.bighitofficial content (yes, still on that train 🙈 - also still looking for a ticket for Brussels so holla if you can help 🥹).

Now I’m back. Ready to onboard new artists into the management membership & prep summer PR campaigns, the body refueled, mind rested, heart full 💜. taken in Kerala, India by @urbansoulpr

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2 months ago

AI is changing everything and I noticed some artists are responding by doubling down on what makes them impossible to replicate. I’ve started calling it ‘superhuman music’ 💫!

Think of @raye five-minute sonic rollercoasters. @rosalia.vt weaving classical music into LUX. @jamesblake leaning into the live aspect for his rollout. @justinnozuka releasing beautiful imperfection on purpose. Or @labrinth building an inimitable sound with his cosmic opera.

Have you noticed this movement? Do you have other examples? Drop them below! 👇

(btw hear me out: Labrinth & RAYE for the next Bond theme. Somebody please make it happen 🥹!)

#musicmarketing #raye #labrinth #justinnozuka #jamesblake taken in London, United Kingdom by @urbansoulpr

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3 months ago

In this new Music Diaries episode, we’re exploring identity & performing in order to belong with Himang.

The Music Diaries is an original reel series through which I aspire to shine a light on independent artists that I love, whether I work with them or not. The goal is to promote their art in an intimate and thought-provoking way, while letting you in their little cocoon. It’s is a reflection on their current state of mind, their dreams, their ✨WHY✨.

Born & raised in China from a Korean mother & an Indian father (but currently based in Boston), @himangsounds has spent his whole life trying to find where - and how - he fit in. In society, within a culture, in his professional life. But it’s precisely this “in-between” that first put him on my radar back in 2021 through @thehalfieproject. Being mixed myself, I connected to his story before I even pressed play. And when I finally did, it all made sense.

His music doesn’t try to resolve those questions: it just makes space for him, for us, to sit with them, wrapped with a candor & vulnerability that feel both intimate & universal. Navigating between identities can sometimes unknowingly turn you into a performer in many aspects — an interesting concept that he discusses in this episode. Learning to adapt, to read the room, to become the version of yourself that fits… until it almost feels natural. Even confidence becomes easy to fake and I know we’re not the only ones who have experienced that.

Musically, he grew up with K-pop & the vibrant choreographies of Bollywood movies, who are now influencing his stage presence and pop/r&b sound. After starting at @berkleecollege in 2019, taking a 3-year break through COVID, mandatory military service in Korea & multiple jobs to earn his way back, he graduated last year and is now building towards his debut EP.

Out since April 24, his new single BIGKID feels like a continuation of that journey: not having it all figured out, but learning to embrace the uncertainty.

Independent artists, do you feel like you’ve had to become someone in order to belong? Or are you learning to come back to yourself?

#themusicdiaries #independentartists #thirdculturekid #kpop #newpop taken in Boston, Massachusetts, USA by @urbansoulpr

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3 months ago

A few weeks back, I could just name 1 out of the 7 @bts.bighitofficial members (hello @mnijungkook 👋🏼). Now I’m desperately hunting for some Brussels or Munich tickets to the Arirang World Tour 🥲.

As a music lover, nothing beats the rush of falling deep into a new artistic world 💜. Don’t worry, I’ve been aware of BTS for a decade but the moment I finally allowed myself to pay closer attention, they worked FAST on me. Their great branding & marketing short-circuited my brain, forcing me to zoom out & understand exactly how they pulled me in. And every independent artist can take notes!

Here are the 4 things that converted me:

✨algorithmic spillover with fan edits bridging 2 completely different niches
✨low barrier entry with the @netflix return concert
✨humanizing content with the making-of documentary that dropped a week later
✨parasocial depth through vlogs that turn listeners into fans

I was actually amazed by the well of BTS content waiting for you the moment you get curious. Interviews, live sessions, alternative music videos, dance rehearsals, docuseries, vlogs 🤯… There is always something old or new to fall into, and every piece makes you care a little more about the humans behind the music.

At some point I realized I was particularly intrigued by @rkive What can I say? I like a leader who knows when to shut up and let others shine. But he did seem to have a lot to say so I started digging deeper into the one who felt most like someone I’d actually want to have a drink with.

What struck me is how each member tends to introduce themselves with a distinct role, almost like characters in a series. You know immediately who’s the quiet one, the funny one, the artsy philosopher. That clarity is not an accident: it is precisely a 💫well-built artist persona💫. It gives people a reason to care about who’s behind the music.

ARMY, how long did it take you to fall down the rabbit hole?

#bts #btsarmy #arirang #namjooning #musicmarketing taken in Busan Asiad Main Stadium by @urbansoulpr

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3 months ago