Marketing & PR in the Music Industry: A Behind-the-Scenes Look
Daniel Harrold
SXSX 2025 - SJMC Student Media Coverage
(The following content is a preview of a SXSW 2025 panel from a member of the SXSW Content Team, a group of 26 SJMC students who will partner with SXSW marketing professionals to cover the event from March 7-15. This is the 10th year of this collaboration between SJMC students and SXSW.)
Music is everywhere—on the radio, on your phone, in commercials and playing at your favorite stores. However, before a song reaches the public, a dedicated team works behind the scenes to market and promote it. Many people experience music simply by listening to it, pressing play on a streaming platform or attending concerts - but the journey of a song is much more intricate. At SXSW 2025, Kayla Williams of KJ PR is ready to mentor attendees and discuss the critical role public relations and marketing play in the music industry.
Williams has more than 12 years of experience in public relations and marketing in music, film, television and live events. She has led successful campaigns for major companies, such as Netflix and Amazon Prime Video, and collaborated with artists such as Taylor Swift and Willie Nelson – making her a perfect candidate to take part in the conference’s mentor sessions, passing on advice and knowledge to the next generation of PR and marketing professionals.
“The literal least I can do is try to help the next generation and give advice on the dos and don’ts from my experience over the years,” Williams said. “The landscape of public relations and media is constantly evolving, and I want to help guide as much as possible.”
Originally from Cut and Shoot, Texas—yes, that’s the real town name—Williams knew from a young age that she wanted to pursue a career in PR. Her passion led her to the University of Texas at Austin, where she built the foundation for her career. Since then, she has worked with some of the biggest corporations in entertainment, gaining extensive experience and a strong industry network.
Those who register for one of her mentoring time slots can expect insight on a number of topics, including how attention to detail sets professionals apart.
“Success is in the details,” Williams said. “Hard work, research and educating yourself on every granular element of the area you want to work in is how you will get far.”
In addition to discussing the technical aspects of PR and marketing, Williams will share real-world examples of campaigns she has spearheaded, offering a behind-the-scenes look at the strategies that drive success in the music industry. Her mentees will gain a deeper understanding of the evolving media landscape and how publicists navigate challenges such as viral trends, digital marketing, and brand partnerships.
Event Details:
Location: Austin Convention Center, Room 15
Date: March 10, 2025
Time: 2:30 PM – 3:45 PM
Advanced sign-up is required, and space is limited to Primary Access badge holders. Stay tuned to SXSW.com for RSVP updates in late February.