Issue 28: Jamie Otsa of Wall of Sound PR
Issue 28: Jamie Otsa of Wall of Sound PR
Welcome to The Band Bible! I’m truly glad to have you here. If you’re a new reader, purpose of this newsletter is to address, break down, and shine a light on the business of being in a band. Each issue, we do this by interviewing (and celebrating!) someone who is making waves through their incredible work with or for artists. Sometimes, we interview artists themselves. Learning the business of being in a band is something that is often inaccessible or shrouded in mystery, and it shouldn’t be, so I hope The Band Bible is able to play even a small role in helping to change that.
It’s a pleasure to be kicking off October by featuring Jamie Otsa, the Director of Publicity at Wall of Sound PR. Wall of Sound PR is a boutique public relations and digital marketing agency that, simply put, has always had one of the coolest rosters. They’ve always been at the cutting edge of richly exciting underground music, where a pivotal role is played in bringing it to the forefront. To give you a taste of what I’m talking about, their current roster includes the likes of Alcopop! Records, CLT DRP, Loose Articles, Peaness, Jeff Rosenstock, Laura Jane Grace, and many more.
I’ve known about Wall of Sound PR for nearly my entire journalistic life. I went back through my inbox in preparation for putting this issue together, and the first press release I received from Jamie was dated July 2018. I still remember confirming my email address for their mailing list, as it was the only time I was asked to tick boxes related to my musical preferences while doing so. That always stuck out to me as an example of savvy media relations, for the more pitches are tailored to the preferences of the party you’re contacting, the likelihood of yielding desired results increases. When I later learned that Jamie had a writing background, everything clicked — publicists who have written know how to cut through the noise that is a journalist’s inbox, for they have firsthand knowledge of what one looks like.
In addition to representing a compelling talent pool, Wall of Sound PR actively works to make a difference within and outside of the music industry. They’re flexible on rates for independent and unsigned acts, have supported a number of charity projects, and highlight their environmental policy on their website. Between these undertakings and their consistent dedication to amplifying fresh artists, Wall of Sound PR is walking the walk in a manner that made them an absolute no-brainer to reach out to for The Band Bible.
Here, Jamie unpacks his journey in the music industry that led to him launching the company, mentions what he wishes more folks knew about PR, provides insight into what he and the rest of the Wall of Sound gang look for in prospective clients, and, of course, shares the commandment he’s leaving behind in The Band Bible. Enjoy the interview.
What's the origin story of Wall of Sound PR?
I never really meant to get into the music industry, let alone start my own business. I was studying for an Archaeology of Ancient Civilisations degree at Liverpool University when my band The Hot Melts was picked up by Epitaph Records, a label owned by legendary punk band Bad Religion’s guitarist Brett Gurewitz. I deferred my degree and we toured for a few years with bands like Eagles of Death Metal, Albert Hammond Jr., and The Hold Steady amongst others, but got dropped after our debut album came out.
Having ditched my degree I wasn’t sure what to do with my life when the band broke up, so I started working with some friends at the then Barfly venue in Liverpool, where I began moonlighting for Mama Group as a promo rep and night manager. From there I progressed to promoting shows and festivals with my former colleague Sean Ryman (now SVP Sport & Family Entertainment at Live Nation), before moving into artist management (Marmozets) and music journalism for The Metro newspaper, Drowned In Sound, The 405, The Skinny and other publications.
Having gained some understanding and knowledge of the music industry and media contacts through my other work, I began running small PR campaigns for our management clients in 2012, learning on the job and enjoying the many successes and failures that came with it. We had some really good results and it wasn’t long before other artists were approaching me and I was able to turn the PR side-gig into my main source of income.
I’ve been doing it ever since, working in partnership with our head of radio and broadcast Lee Jackson to oversee press campaigns for some of our favourite independent labels including Alcopop! Records, Epitaph Records, Run For Cover, Cooking Vinyl, Venn Records, Big Scary Monsters, and more.
Which aspects of your work bring you the most joy?
I think my favourite part of the job has always been discovering exciting new music (selfishly for my own enjoyment), and then helping those artists to shape their narratives and identity into something with a unique appeal and intrigue that can be shared with others. There’s nothing more rewarding than the feeling of seeing someone you have helped from day 1 grow into a fully fledged artist, confidently stepping out onto a stage in front of thousands of people. Highlighting music or a subculture and being able to influence people’s listening tastes and the cultural landscape in a wider way is exciting to me.
PR is so often misunderstood. What do you wish more people knew about it?
That there is no secret formula for success, and we are often fighting against hundreds of variables and moving parts when it comes to securing coverage or not. Whether a piece happens or not can come down to something as frustrating as a key press contact being on holiday during the album cycle, or an uncontrollable wider news story dominating the headlines. Being good at the job has a lot to do with being reactive in those situations and figuring out ways to make things happen, by hook or by crook. Also, as the people often in the middle, we are usually getting it in the neck from all sides, so please be nice.
If an artist is interested in working with Wall of Sound PR, how can they make the best first impression?
We’re actually quite open when it comes to submissions and I do genuinely listen to everything we get sent when it comes to filtering out who we want to work with. It’s rare, but I’ve picked up artists based on a couple of outstanding songs as iPhone demos with literally zero profile, no socials, no wider team, and not even any gigs under their belt.
Usually, though, we like to see someone who has their head screwed on—solid plans in place for the next 6 to 12 months for their music, realistic expectations and goals, and a drive and commitment to their career, whatever level that might be at. We don’t make success stories overnight and the process of breaking an independent artist can take a very long time…nobody wants to invest all that time, energy and love into a project for elements of it to be an afterthought.
Give the surrounding aspects—artwork, photos, narratives, videos etc.—as much respect as you do to your music. It makes things much easier for us tell a story when the artist has already considered it themselves through that lens.
Lastly, which "commandment" would you like to leave in The Band Bible?
Thou shalt not covet thy neighbours success. It’s so easy to get caught up in the comparison trap with other artists or colleagues, when really the best thing you can do is form allegiances and create community together. A rising tide lifts all boats. Try to avoid the "why them and not me?” pitfall, although it can be hard. If you can find a way to be genuinely happy for your peers and contemporaries it will serve you so much better. I don’t believe in art as competition, or the “hustle” mindset for that matter. Slow down, create art for your own enjoyment, and savour the incredible range of human connections on offer through the power of music. My biggest pleasure from Wall of Sound PR is the amount of beautiful, creative, inspiring humans I’ve met through this job.
A huge thank you to Jamie for taking the time to share such great insights. To keep up with Wall of Sound PR, click here to follow them on Facebook, here for Instagram, and here for Twitter.