Lucy is the Content and Promotions Manager at Tru Thoughts, an independent record label based in Brighton that has spent 25 years working with an international roster of artists, including Bonobo, Quantic, Alice Russell, Hot 8 Brass Band, Tara Lily, WheelUP, and Footshooter.
She gained her experience across Brighton, from working club doors to promoting concerts with JOY. She also hosted a radio show on Brighton’s Platform B. Lucy has represented Tru Thoughts at festivals such as Gilles Peterson’s We Out Here, Love Supreme, Brick Lane Jazz Festival, and Offie Mag events, and she’s had the opportunity to support Mr. Scruff live.
How did you get your start in music?
I studied music production in college, driven by a fascination with sampling culture. While exploring the creative side, I became curious about the business side industry and was eager to gain practical, hands-on experience. To start, I approached my local venue and offered to help out.
After a few months of volunteering and learning the ropes, the event manager was happy for me to take over while he went on tour. That experience fueled my passion, and I began seeking opportunities to volunteer at festivals and reach out to music companies during my university years. This allowed me to explore various facets of the industry and understand how they are connected. My role at Tru Thoughts started with an internship inquiry that eventually became a full-time position which has developed over my time there.
Share 1 top strategy for content marketing for artists in 2025
A top strategy for content marketing in 2025 is to focus on genuinely connecting with your audience. I’d say it’s just as important to thank and reward your followers as it is to promote your work. Whether it’s a heartfelt thank-you, sharing a laugh or something you’re passionate about, or giving a behind-the-scenes glimpse into your world, those personal touches go a long way in building a loyal and engaged community around your music and artistry.
What advice do you have for artists looking to get signed by an indie label?
Once you’ve got a project you’re proud of, send demos to indie labels through their submission portals or A&R contacts. Share your story along with your music, labels value getting to know the artist behind the sound.
Keep your pitch concise and compelling. I’d recommend really researching the label to make sure your style fits their roster. A tailored approach will help you stand out. Importantly, don’t be discouraged by rejection, if you don’t hear back keep refining your craft and growing your network, and the right opportunity will come.
Tips for anyone who wants to get into your industry
To break into music PR and promo, start by volunteering in your local scene to gain experience and build connections. Stay informed through music newsletters, podcasts, and platforms like shesaid.so. Follow the influencers, stations, and tastemakers shaping the industry. If you’re starting out, attend gigs, label showcases, and visit record shops to immerse yourself in the scene and don’t be shy about striking up conversations and building relationships. Pay attention to where music is shared and which press platforms and radio stations cover it.
What are you listening to at the moment?
Bonnie Calista - Sunday Eve, Baby
Only the good times (burial remix) - L.B.Corp, Burial
Amy Whinehouse - Moody’s mood for love
Footshooter - Obelisk feat. Natty Wylah & brother portrait
Crafty 893 - Nothing Left