London-Based Country Music PR Shop, Lime Tree, Enters ANZ Market

Public relations firm Lime Tree Music, which exclusively represents artists in the country and Americana genres outside the U.S., has arrived down under.

Launched in 2016 by Luke Roberts and Amie Chelsea, the agency has worked U.K and Europe campaigns for Dustin Lynch, Jason Aldean, Runaway June, and Seaforth, among others.

Roberts and Chelsea started with business with the goal of promoting music “as widely as possible” across the world, on behalf of Nashville-based record labels.

Lime Tree Music launches in Australia and New Zealand this week with two clients, overseeing press and radio for various Curb Records projects and press for MacKenzie Porter (Big Loud).

Porter is set to play in Australia for the first time this year, with a performance at the CMC Rocks festival and several dates opening for Brad Paisley.

Roberts said the addition of the ANZ market allows its artists to simultaneously impact up to four different major markets, or eight different countries.

“Our vision is to eventually have a presence everywhere there’s a market for our Nashville artists and label clients, and we’re doing this one step at a time by prioritising the markets where their music already has an organic fanbase,” he said.

Campaigns in Australia and New Zealand, and mainland Europe, are led by account managers Sara Pearce (who joined the company last year) and Jenny Whiteway, who celebrates three years with Lime Tree Music this year.

U.K. and Ireland campaigns continue to be a team effort, led by Roberts.