As part of our Horizon Future Leaders series of interviews, we are connecting with the music industry’s next generation of leaders to gather candid advice and insights into their career journeys.
This week we spoke with Lily Lark, a publicist at London-based agency 9t9t. Working across a diverse roster of standout talent, Lily brings a blend of strategy, creativity and curiosity to every project - from crafting compelling narratives and bridging traditional PR with creative strategy, to brand and fashion alignment, editorial shoots and fashion week events.
Lily’s path into music PR began with curiosity and initiative. From taking part in Warner Music’s work experience programme at sixteen to completing a music business course at Point Blank University, she built her foundation by learning from every opportunity and connecting with emerging artists early on.
Those experiences, paired with guidance from trusted mentors, have helped shape her collaborative, thoughtful approach to publicity today.
For Lily, authenticity is everything. Her advice for those entering the industry? Be yourself, stay curious, and always recognise your value.
Build genuine relationships, stay informed about trends, and remember that the best campaigns don’t just chase exposure, they tell stories that spark connection and keep audiences truly engaged.
👇 Keep reading for Lily’s reflections on authenticity, adaptability, and why knowing your worth is key to building a sustainable career in music PR.
What’s your current role in the music industry?
I’m a publicist at 9t9t, a London-based agency, where we provide press and creative services for a range of incredible, standout talent.
What does your general day-to-day look like?
What I love most about my job is that no two days ever look the same. That’s what keeps it so rewarding. One day, I might be deep in research, pitching or joining planning meetings, and the next I could be on set for an editorial shoot, at an event or accompanying clients to fashion week shows.
I think it’s really important to work across a variety of talent and genres, as not only does it keep you constantly learning and evolving, but it also challenges you to approach each campaign with a fresh perspective while continuing to expand your skillset.
What steps did you take early in your career to gain experience and build skills to get you where you are now?
Before beginning my career, I would dedicate a lot of my time to networking, researching and talking with lots of emerging artists to start understanding their needs and wants.
Once I had my first job in the industry, I ensured to absorb everything, get stuck into whatever job and opportunity was thrown my way and ask lots of questions. I have been lucky to have several incredible mentors who have helped shape the way I work.
What opportunities did you explore early on that were particularly valuable?
I completed a six-month music business course at Point Blank University in London, which was a brilliant foundation. It gave me a strong understanding of the ins and outs of a complex industry.
We covered everything from copyrights and publishing to artist management, contracts and strategy. That toolkit of information gave me the confidence to navigate my way through the early stages of my career with a greater sense of ease.
Has the opportunity landscape changed since then?
It has always been a competitive landscape and will continue to be so, however, staying connected to people both in and outside of your field, being curious and staying on top of industry news is a good way to maintain a competitive edge.
Are there any specific internships, projects, or initiatives that you would recommend to newcomers looking to pursue a similar role?
When I was sixteen, I took part in the Warner Music work experience programme, and it was invaluable.I had the chance to shadow different teams and take part in workshops across sync, A&R, royalties and marketing.
It was such an eye-opener and really helped me understand where my interests and strengths lay, and what working in music actually looked like day-to-day, and to consider my career path with an understanding of the expectations.
What advice do you have for building and leveraging a professional network in the music industry?
There are lots of different pieces of advice and tactics available when it comes to networking, but I truly believe the most important one is, be yourself.
This is the best way to build and maintain genuine relationships with other PRs, journalists and clients. Authenticity always shines through and develops stronger relationships than those built on opportunity.
How has the evolving digital landscape impacted your role, and where do you focus to stay ahead?
The digital landscape has expanded the expectations and demands of PR massively. However, it’s a great way to be more creative, pitch alternative fun ideas, stay on top of trends and reach new audiences.
We are competing harder than ever for the right coverage, so it’s definitely not a bad thing to see alternative avenues opening up, ensuring that we can stay connected with fans and continue getting our artists’ stories across in the right way.
What trends or changes do you see on the horizon for the music industry, and how can early career professionals prepare for them?
The most obvious one is an increase in the demand for video content, currently it’s mainly short form, but I’d love to see space open up for opportunities that allow artists to sit down and discuss their craft in detail.
For anyone working in PR or comms, I think it’s crucial to think strategically about how to balance exposure with storytelling.
The most successful campaigns are the ones that build genuine connections between artists and audiences, ensuring relatability, aspiration and connection. It needs to be a careful and considered blend.
What’s one piece of advice you wish someone had given you at the start of your career?
I’d say to know and understand your value. It’s easy to forget when you’re starting out, but it’s so important.
You can be humble and still recognise what makes you stand out. Just be passionate, consistent, curious and kind. If you love what you do and stay open to learning, you’ll find your voice and make an impact in your own way.