Music Mondays: Ava Tunnicliffe

Tell us a little about yourself and your work.

My name is Ava Tunnicliffe and I run Tallulah PR & Management. I work with up-and-coming talent across a number of genres. At the moment I manage one artist, Kyan Palmer, but do PR for numerous others: Caroline Lazar, Pierce, Frankie + The Studs, Julianne Glass and Haley Vassar. I strive to provide be a 360-resource for my artist, often going above and beyond. 

How did you get your start in the music industry?

Well, I was basically born into the music industry as my dad and brother are both deeply involved in music. I got my real start when I started interning at Republic Records, which soon parlayed into a job in the digital marketing department. Alongside my full-time job I ran Tallulah PR & MGMT as a side gig. While I cherish how much I learnt working for one of the best music labels in the game, I always had a burning need to give it a shot on my own in this crazy industry, so I made the leap and decided to make Tallulah PR & Management a full time gig instead of just a side hustle.

What are the three biggest business lessons you've learned in your own personal experience?

1. Who you know will get you through the door, but only you can keep yourself inside (thanks to Daniel Glass for that one).
2. Running your own business is not just a job, it's a lifestyle choice.
3. Networking is everything.

What trends do you see the industry gravitating towards in terms of digital marketing strategies?

Social media is everything, and I think that is still something that is unfortunately overlooked. The ability for fans to be able to "interact" with artists on socials is invaluable. I recommend to all my artists to put their best foot forward with social media. While it can be disheartening to put in so much effort and not get enough "likes" and "retweets" off the bat, it only takes one retweet from an influencer, celebrity or brand to catapult an artist to a new level of fame. It's fascinating. 5) Do you think that having an editorial background influences your approach to PR? Why or why not? I think having an editorial background has definitely helped my approach to PR. First off, I understand what it's like to be on the other side of the email. I understand the magazine world timelines, the publication timelines, and the pitches that are the most effective for journalists. Working in editorial as an intern and freelancer for so many years also helped me to solidify genuine relationships across the industry, which has definitely helped me to be a successful publicist.

Interviewed by: Staley Sharples