Public Relations: A Music Master Class

This week’s Rezak lecture may be a micro panel, featuring two highly experienced and accomplished communications and publicity experts. But there’s nothing small about the talent, projects and companies that Angela Burke and Derek Sherron have represented. From companies such as Sirius XM and Cash Money Records, to artists such as Florence and the Machine and the Jonas Brothers to Mariah Carey, J. Cole and Lil Wayne, Burke and Sherron have generated some of the most successful PR campaigns in recent years. Their track record includes working for agencies, music companies and corporations, and our discussion will span it all. We will discuss the differences between corporate and artist PR, the ins and outs of what moves needles and the trends that are shaping their work. Come ready to participate: Burke and Sherron will walk you to the precipice of some of their recent decisions and have you make the call.

The event is sponsored by the Newhouse School’s Bandier program for recording and entertainment industries.

Angela Burke, senior director, corporate communications and public relations, SiriusXM

With almost 20 years in the music business as a publicist and media relations specialist, Angela Burke has effectively and successfully promoted artists, music related content and music business executives and companies across the ever-changing media landscape. Burke’s role as a publicist boasts experience at major record labels, Warner Records and Republic Records, at independent record label, Better Noise Music, Warner Records’ independent label distribution arm, Alternative Distribution Alliance (ADA) and press agencies that include Press Here Publicity and Derris & Company.

Burke has led publicity efforts on campaigns for artists such as Florence and the Machine, the Jonas Brothers, Demi Lovato, Nick Jonas, Muse, Eve, Nelly Furtado, Big Freedia, Madison Beer, Of Monsters and Men, Marc E. Bassy, Wicca Phase Springs Eternal, The Used, Deftones, Anna Clendening, Motley Crue and more. She has also consulted on PR campaigns for Madonna, Cher, Stevie Nicks, Amy Winehouse, Noah Cyrus, Fifth Harmony, Sam Smith, James Blake, Ugly God, Guapdad 4000, Yung Gravy, RECORDS, Imagem Music, Cash Money/Young Money, 88rising and more.

Currently, Burke heads public relations efforts for SiriusXM’s music vertical, working with some of the biggest names and brands in music: Billie Eilish, Eminem, Foo Fighters, Taylor Swift, Harry Styles, Phoebe Bridgers, Dua Lipa, Lizzo, Coldplay, Drake, J. Cole, Diplo, H.E.R., Adele, Katy Perry, Beastie Boys, Tina Turner, Bob Dylan, Bruce Springsteen, Queen, TikTok, SoundCloud, 88rising, Disney, as well as the estates of 2Pac, Prince, Bob Marley, Tom Petty, Avicii, Aretha Franklin, Michael Jackson and many others.

Derek Sherron, senior director of publicity, Epic Records/Sony Music Entertainment

With over 10 years of experience in entertainment communications and brand marketing, Derek Sherron is currently senior director of publicity at Epic Records/Sony Music Entertainment. At Epic, he nurtures a roster of developing and superstar talents across all genres, handling public relations strategy for releases and awards campaigns by marquee artists on the label, such as French Montana, T.I., Busta Rhymes, Big Boi, Lamb of God, Judas Priest and more. He has worked with a wide variety of talent, developing rising acts such as k-pop band Monsta X, UK Afroswing rap superstar J Hus, dancehall artist BEAM, pop acts Eddie Benjamin and Joy Crookes, DJ/producer Regard, Latin urbano artist A.CHAL, indie rocker Bakar and rap acts Tyla Yaweh, Kodie Shane and AG Club. His work at Epic has resulted in top charting debuts, platinum certifications from the RIAA, awards nominations and more.

Prior to his post at Epic Records, Sherron spent six years at independent communications firms, including four years at public relations and image marketing company The Chamber Group. While there, he took on rapid levels of seniority, rising from coordinator to senior director in under four years. At The Chamber Group, he created and executed communications strategy across music, TV, film, corporate, lifestyle and more. Client highlights include the likes of Lil Wayne and Cash Money Records, Erykah Badu, Academy Award nominated actress Quvenzhané Wallis, Mariah Carey, Ciara, G-Eazy, Jeezy, J.Cole, La La Anthony, 2 Chainz, Starz Network’s Power Seasons 3 and 4, Kygo, The Recording Academy’s GrammyU, DKMS, Ford/Lincoln Motors, All Def Digital, XO Records and more. He nurtured a roster of developing music talent, designing and executing press campaigns for music artists such as Tinashe, Kehlani, LION BABE, Lil Durk and Nav. He secured major, global campaigns for clients that aligned them with the likes of Alexander Wang, MAC Cosmetics, Ralph Lauren, Nike, Puma, Opening Ceremony, Urban Outfitters and more. His work at The Chamber Group resulted in No. 1 albums and singles, platinum certifications and major award wins and nominations across music, TV and film. Notably, Sherron designed the strategy that led to Kehlani’s Grammy nomination in 2016, when her mixtape “You Should Be Here” was nominated for Best Contemporary Urban Album, a feat that occurred a year prior to the Recording Academy amending rules regarding the specificities of mixtapes.

Sherron began his career under publicist Jennie Boddy at Press Here Publicity in 2011, where he worked across artists such as the Yeah Yeah Yeahs and Karen O, TV On The Radio, Feist, Die Antwoord, Marilyn Manson and The Weeknd, as well as corporate entities Myspace and VICE Media. With VICE, he helped to spearhead the launch of Noisey, The Creators Project and Vice Films. Sherron graduated from the University of Miami in 2009, where he majored in music.