Inside Out launches in Australia with Lucy Baker joining as Head Of Communications

Inside out, the independent U.K. music and entertainment PR agency, is setting up shop in Australia.

Announced Wednesday (Dec. 8), the new affiliate is led by Lucy Baker, who takes the reins as Head of Communications and works closely with inside out Co-Director Chloe Melick.

Based in Sydney, Baker will be an integral part of building the business and heads up artist campaigns for a roster of artists, which includes homegrown artists Cody Simpson and Beckah Amani, and internationals Kelis, Lily Allen and Maya Jane Coles.

Clients include Sydney Gay and Lesbian Mardi Gras and Green Music Australia.

“I couldn’t be more excited to be joining inside out as we launch in Australia,” Baker comments in a statement.

“Creating strategic, multi-tiered campaigns has always been a priority for me,” she continues, “and I am so delighted to do this in market for the amazing talent we have coming through, all while working with an international team to create more brilliant opportunities for the artists we represent.”

Baker is an experienced hand. She joins the company after four years at Sony Music Entertainment, where she worked across campaigns for the likes of international stars Doja Cat, Headie One and Tom Grennan and such domestic talent as Ruel, Peking Duk and GRAACE.

Not for the first time, her efforts were rewarded earlier in the year with a promotion to Communications Manager, with responsibilities for raising public awareness and developing strategic plans for Sony Music’s international and domestic acts.

She joined Sony Music in 2017 as Communications Coordinator and was promoted two years later to Artist Relations and Communications Representative.

Launched by Melick and Adrian Read in 2012, inside out has been shortlisted for the Music Week Award for PR Campaign across multiple  years, and snagged two Record of the Day Awards (for Best PR Campaign For A Breakthrough Act and Best Independent PR Person).

The London HQ now boasts a 10-strong team of publicists, including Nisa Kelly, who joins from Good Machine PR.

This article originally appeared on The Industry Observer, which is now part of The Music Network.