With over 25 years of experience in the music industry, Nikki McNeill is the founder of Global Publicity which specialises in worldwide PR and communications for music, festivals and events.
Nikki is passionate about the global music scene and only works with clients she truly believe in, giving her an authentic voice that rises above the rest. Having earned a reputation for hard work, honesty and professionalism, she is dedicated to achieving the best results with campaigns that cross borders with clients including Amsterdam Dance Event, A Greener Future, ESNS and Night Time Industries Association.
Nikki co-runs shesaid.so Brighton with Shino Parker.
How did you get your start in music?
I knew I wanted to work in the music industry when I was at secondary school and I did a few work experience placements at a local radio station called Chiltern FM and Sony Music. After I left University, my first job was as a receptionist at V2 Music as I couldn’t type fast enough to be a PA so that was the only route to get started when I started out. I am really glad things have moved forward and there are more opportunities for young people get started in different parts of the industry.
Describe a day in your life as the founder of Global Publicity.
A day in my life of my work probably isn’t as glamorous and exciting as many people might think. The majority of the time I am sat in front of my laptop with 50 plus tabs open 24/7. When I’m working at an event it is the complete opposite and it's like a whirlwind where your feet don’t touch the ground. I am mostly running around making sure I am supporting the team to get everything done and also making sure all the media are happy, enjoying the event and getting what they need, whether it’s interviews or photos or their transport to the airport..
Having founded Global Publicity in 2007, what inspired you to take the leap and start your own venture, and how has the company evolved since its inception?
I’d never thought of working for myself, but quite a few friends and colleagues suggested that it would be a good idea and that I could do it. It took me a while to believe in myself and go for it, but it’s probably one of the things I am most proud of as I have now been running my own business for 16 years.
At the start, I worked on campaigns for artists and events, but over the years I have gravitated more towards events and festivals as I love music and travel and experience new places and cultures.
I have always loved working at industry conferences and supporting the industry. During the pandemic, that feeling was compounded when I was able to work with the Night Time Industries Association and use my skills to help the industry even more. It gives me a huge sense of satisfaction to be able to help others and be part of campaigns that help and support the industry I love being part of.
Can you describe a project you worked on that you are particularly proud of, and why it was important to you?
It’s hard to think of a specific project that means a lot to me as I only work on projects now that I really believe in as it makes me happier working with people and on projects that I like and am passionate about, which then also gives you a much more authentic voice if you are working with clients you really believe in.
I think I would say my work with the Night Time Industries Association, as I fell into it by accident by wanting to help and support the industry during the pandemic and it showed me that I could really help make a difference. One of the campaigns I worked on was the #letusdance campaign which enabled businesses in the electronic music sector also apply for CRF funding. It proves that when the industry comes together, change can happen for the better and it feels good to be part of a team who are so passionate about supporting the industry. I have learned a lot from the team at the NTIA and when you can continue to be inspired and learn in your work that is also very fulfilling and give you a strong sense of purpose.
Given your extensive experience in the music industry, what significant changes do you foresee in your area of specialization in the coming years?
The music media landscape is constantly evolving and changing with many print media publications lost over the years. More recently though, there has been a trend of some print editions coming back such as The Face, Rolling Stone, Disco Pogo etc. It’s really hard to predict but there has also been a rise in paid for deals for coverage and it feels like that will continue to rise as media need marketing spend to survive.
There is a lot of talk about AI and how that will impact PR in the future as it can be used to help with press releases and reports and tracking coverage as well as historical data analysis, tracking market trends etc.
As someone who has played a role in promoting international events and festivals to a global audience, what strategies do you find most effective in creating a significant and lasting impact on a worldwide scale?
Press trips are still very effective as they enable journalists to experience the event first hand and take in the atmosphere, meet the local people and learn about the local music scene and culture etc. Giving them unique experience they will remember forever is still very valuable.
Considering your success in the music industry, what advice do you have for aspiring professionals looking to establish themselves in a similar career path?
Work experience and mentor programs are the best way to get started as you will get valuable experience, but also make real life connections. Be brave and attend networking events or talks and workshops too as you ca also meet new people there and find job opportunities.
3 values that guide your life
On my company website I have included the words ‘being honest and professional are important to us’, as these are values that are important to me. There is a lot of bullshit in the music industry so it is important to me to be respected and trusted. So I suppose the most important values that I follow in life are integrity, hard work and loyalty.
Your top tips for staying grounded on a challenging day
If I am having a challenging day I would get in touch with a valued and respected friend or colleague for advise. My networks are priceless for support and I am lucky with the connections I have built up over the years that I have some amazing people who are always there for me. I would advise everyone to build a good support network around them of trusted friends and colleagues.