With a combined total of over 10 years experience in the music industry, Mystic Sons are considered one of the most forward thinking Music PR companies in the UK working with online press, print, radio and Spotify plugging. The team became Creative Works members when we first opened our doors back in 2018, and serve as our go-to source for all music recommendations and tips!
We caught up with their Press Officer, Jim Green, over a cup of freshly ground coffee to chat about his journey into the music business, some of the groundbreaking acts he’s working with at the moment and how Creative Works compares to his old workspace.
Hi Jim! Let’s start with a broad one: how did you get into music PR?
I guess the journey began when I did a Music degree in Bristol at a performance music college while playing drums in a few bands. Like a lot of music courses there was a bit of practical, a bit of song writing and some business elements too.
My first internship was at a music festival in Bristol. During that I was also working at a local venue on the bar; me and a few of my mates who worked there decided to start a music blog.
We’d go out and review gigs in the local area — Bristol has a great music scene! I was always into music and writing so transitioning into this field after education made perfect sense. Music PR work involves a lot of writing going to gigs so seemed to suit me down to the ground.
What was your first ‘proper’ music job?
I was a Press Assistant for another PR agency in London for a couple of years. It all happened very quickly: I moved to London and got a job before I found a place to live so was staying on someone’s sofa for a while.
I’ve been with Mystic Sons for around two years now, which involves a lot more independent work – pitching for new clients, meeting with labels, heading off to conferences etc.
What do you do on a day-to-day basis at Mystic Sons?
Without sounding too cliché, there’s no such thing as a typical day. The mornings are often spent getting pitches out to journalists asap. We usually have music releases on a Friday, whether that’s singles or albums, so Monday morning might involve building up to that or chasing up things that came out at the end of the previous week.
Essentially we’re liaising with journalists and putting together press materials. A day will often include calls with either potential clients or existing ones to chat about upcoming projects, strategies and how campaigns are going.
At the moment there’s quite a lot of gigs to go to in the week because we’re in peak touring season. I’ll go and see the bands we work with play live to get a real feel for what they’re like and take a few journalists along for drinks.
How does Creative Works compare to your previous workspace?
When I started with Mystic Sons we were in Oxford Circus and had one large desk between three of us. We were sharing a room with 10 – as you can imagine it was quite cramped.
Creative Works is so much better.
We have a bigger space and can still get into central London in 10 minutes, so we’ve not really lost anything by being a bit further out. Oxford Circus is also a very stressful area to work in; every time you walk outside you have to battle your way through the masses.
We didn’t get amazing free coffee like we do here either. There was just a jar that did the rounds to collect pound coins and the kitchen was grim! Creative Works has a real sense of community and there are so many added extras that make it a great place to be. Yoga Mondays, for instance!
The monthly Sofar Sounds gigs are also a huge bonus.
Okay, recommendations time. Who are some of the most interesting or groundbreaking acts you’re representing at the moment?
There’s a lot of interesting stuff coming out of Norway at the moment actually; it’s become a bit of a hotbed of talent. We’ve worked with a band called Chain Wallet and one called Insomniac Bears. Chain Wallet are quite shoegazy and ‘90s-sounding and Insomniac Bears are a bit more along the lines of indie pop/ Nordic pop.
Do Mystic Sons tend to work in the indie genre?
Generally yes, but there is a bit of diversity. For instance we’re working with a rapper called Julian Mika who’s doing really well at the moment and an R&B artist called Taliwoah from London who’s been signed by Rostrum Records. Dolores Haze from Sweden are great too.
Finally, what’s your favourite gig venue in London?
In terms of mid-size venues it has to be The Garage in Highbury & Islington. It used to be a bit of a dive but was refurbished a couple of years ago. I’m also a big fan of Omeara in London Bridge.
You can keep up-to-date with new releases and music industry news at mysticsons.com.