🌅 Horizon Future Leaders - Lucius Yeo

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. 

Lucius Yeo founded Copacetic PR after serving as Head Of Digital PR at [PIAS] UK, and what he’s built is genuinely interesting: an independent music PR and marketing agency with offices in London and Singapore, specialising in media relations across the UK and Southeast Asia regions. 

At a time when most PR agencies are still primarily focused on traditional Western markets, Lucius is already operating in the territories that many in the industry are only just starting to pay attention to.

His background spans labels, PR agencies, music publications and festivals, the kind of cross-sector experience that gives you a genuinely holistic understanding of how everything connects. He’s a firm believer in showing up in person, attending live shows, and building direct relationships with artists and media, rather than managing everything from behind a screen. 

That approach to authentic engagement runs through everything he does, from campaign strategy to in-market promotion, including radio appearances, pop-up retail activations and in-store signings.

What makes his perspective particularly valuable right now is his insight into where the industry is heading globally. Southeast Asia and China are emerging as significant growth territories, and the professionals who build expertise and networks in those markets now will have a serious competitive advantage in the years ahead. 

His advice for getting there: take it one step at a time, show up consistently, treat every opportunity seriously no matter how unglamorous, and approach every interaction with kindness and curiosity. Professionalism and reliability open doors, and they always have.

Read the full Q&A with Lucius below 👇

What’s your current role in the music industry?

I run Copacetic PR, an independent music PR and marketing agency with offices in London and Singapore. We specialise in media relations across the UK and Asia-Pacific regions. 

Prior to founding Copacetic, I was Head Of Digital PR at [PIAS] UK, where I led digital strategy and artist development campaigns.

What does your general day-to-day look like?

I start most mornings with a gym session to clear my head before the workday begins. The rest of my day typically involves reviewing emails, liaising with clients about campaign updates, organising media pitches and developing campaign strategies. 

When artists are actively touring or launching releases, I handle in-market promotion, including radio and press appearances, pop-up retail activations and in-store signings. A significant portion of my day is dedicated to face-to-face meetings and attending live shows in the evenings. 

I believe in-person engagement is essential for genuinely understanding the artist and their audience. It’s a demanding schedule, but the direct relationships with artists, media and industry professionals make it worthwhile.

What steps did you take early in your career to gain experience and build skills to get you where you are now?

I prioritised consistent networking and visibility within the industry. I made a point of introducing myself to people and staying engaged with the community. 

I also interned at various organisations, music labels, PR agencies, music publications and festivals, which gave me comprehensive insight into how the entire ecosystem operates. 

Fundamentally, I always showed up on time and took every opportunity seriously, no matter how small or unglamorous. Professionalism and reliability open doors.

What opportunities did you explore early on that were particularly valuable?

Every experience has been a learning opportunity and, honestly, I’m still learning today. My advice is to seek out conversations with people in different roles, ask for mentorship and guidance, and simply do the work, even the less visible tasks. Every piece of experience contributes to your professional foundation and shapes your understanding of the industry.

Has the opportunity landscape changed since then?

Absolutely. The industry is significantly more competitive than it was a decade ago, partly due to technological advancement and market saturation. Success today requires constant evolution and creative thinking. You must be willing to explore unconventional approaches and identify emerging opportunities others might overlook.

Are there any specific internships, projects, or initiatives that you would recommend to newcomers looking to pursue a similar role?

I recommend developing a genuine, broad interest in the music industry and gaining experience across multiple disciplines, such as labels, PR agencies, publications, live venues and festivals. 

This cross-sector exposure gives you a holistic understanding of how the industry operates and helps you identify where your strengths and interests align. Additionally, identify specific skill sets you can offer and actively seek roles where you can apply and develop them.

What advice do you have for building and leveraging a professional network in the music industry?

Be proactive and visible. Attend live shows, industry showcases and networking events. Don’t hesitate to introduce yourself and engage in genuine conversations. The music industry values authenticity and genuine connections, so approach networking as an opportunity to build meaningful relationships rather than simply collecting contacts.

How has the evolving digital landscape impacted your role, and where do you focus to stay ahead?

The digital landscape has fundamentally transformed PR and marketing. Traditionally, success meant securing print interviews, reviews and radio play. Today, it requires a hybrid approach that integrates traditional media with in-market activations, strategic brand partnerships, content creator collaborations and influencer engagement. 

Staying ahead means continuously experimenting with new platforms, formats and strategies while maintaining the core principle of authentic storytelling.

What trends or changes do you see on the horizon for the music industry, and how can early career professionals prepare for them?

The music industry is increasingly global. Artists and labels now have unprecedented opportunities to build fanbases and generate revenue outside traditional markets like the UK and USA. Southeast Asia and China are emerging as significant growth territories and many industry professionals are beginning to shift their focus toward these regions. 

Early career professionals should consider developing expertise in international markets and cross-cultural marketing, this is where substantial opportunity lies. Understanding global trends and building networks across different territories will be a competitive advantage.

What’s one piece of advice you wish someone had given you at the start of your career?

Take it one step at a time. Avoid trying to accomplish everything at once. Additionally, approach every interaction with kindness and respect, and never hesitate to ask thoughtful questions. Curiosity and humility are invaluable assets in this industry.