HELIX PUBLICITY: “OUR VISION OF PROMOTING ASIAN ARTISTS IN THE WEST IS AT OUR VERY CORE”
EXCLUSIVE INTERVIEW
EVERLAST KOREA is proud to present an interview with Brittany Press of Helix Publicity! Helix Publicity is an independently owned and full service global public relations agency that is dedicated to helping K-Pop, J-Pop, and other Asian artists stand out in today’s ever-changing media landscape.
Helix Publicity stated that what makes their agency different is,
“...maintaining transparency with our clients throughout the process and by being selective with our roster, we do our best to ensure that precious time and resources are utilized and allocated appropriately.“ - Helix Publicity.
As Helix Publicity excels in TV, print, features, interviews, social media, performances, collaborations, brand consulting, catered pitching, and global campaigns for Asian artists, let’s dive into what Helix Publicity is all about, what the company has done thus far, and what’s to come in the future!
LET’S WELCOME BRITTANY PRESS
Photo Courtesy: Helix Publicity.
EVERLAST KOREA: Hi Brittany! Thank you so much for taking time to do this interview. Can you please introduce yourself to EVERLASTERS?
BRITTANY: Hi there! My name is Brittany Press, and I am the Director of Publicity and Operations at Helix Publicity.
THE HISTORY BEHIND HELIX PUBLICITY
Photo Courtesy: Helix Publicity.
EVERLAST KOREA: Helix Publicity has continuously made a name for itself as one of the public relations (PR) agencies that cater to Asian artists. Who founded Helix Publicity, and how did this PR agency come to be what it is today?
BRITTANY: Our CEO was planning its launch for quite some time before our official launch date, and I joined shortly after the launch. It had been a dream of mine, as well as our CEO’s, to be able to have a specific focus on working with Asian artists and helping them to promote in the West. When I was a kid, it was a struggle to access this content, and now that it’s much more accessible, we want to make sure it stays that way!
As for how it came to be what it is today, it’s truly thanks to our team’s hard work. I know it’s a corny answer, but when you have people who are knowledgeable, as well as being very focused and passionate about their artists, there is no better way to ensure that we will continue to grow as we have been.
EVERLAST KOREA: There are many roles that need to be filled in order to have a successful PR agency. What makes the Helix Publicity team special, and can you further discuss the people that make up the team?
BRITTANY: Firstly, every employee at Helix has been carefully selected and screened before becoming part of our team. While we do our utmost to ensure that our employees continuously learn and add to their skill sets, because we have a very specific mission and goals for our clients, we need to know that every addition to our company is going to be someone who will bring value to our clients’ work.
Our teams are broken up as follows: Publicity, Social Media, Interpretation/Translations, New Business/Partnerships, and Finance. While every member of Helix Publicity is special and crucial to our growth, I truly believe it’s our Interpretation Team who makes us special because it’s very difficult and stressful for our artists to promote outside their home countries, so to alleviate some of that stress, and to make sure that they feel they can comfortably communicate, as well as be heard is a must for us. I can confidently say that without our fantastic Interpretation Team, we wouldn’t be where we are today, but of course each of our teams are very skilled and focused in their aspects of work!
EVERLAST KOREA: There are many PR agencies within the U.S. that specialize in the entertainment industry. What makes Helix Publicity unique from other PR agencies, especially when it comes to working specifically with Asian artists?
BRITTANY: I think the most obvious thing is we specifically focus on Asian artists, and as I mentioned before, we have our own in-house Interpretation Team, so our artists and their teams always feel like they can comfortably communicate with us, as well as with the media. Generally though, K-Pop, J-Pop, and other Asian music are all a pretty niche portion of the music/entertainment industry, and our entire team is uniquely experienced in that area.
HELIX PUBLICITY’S PROJECTS
Video Courtesy: ATTRAKT.
EVERLAST KOREA: There is a lot that goes into what a PR agency does for artists and labels, but many people might not know what really goes on behind the scenes. What are the types of projects that Helix Publicity works on to help promote Asian artists?
BRITTANY: The main goal of our work is to garner media attention for our clients. However, depending on the client, and which of our services they have chosen for our agreement, our work varies. Besides pitching for interviews, reviews, roundups, and so on, we do media training, we consult on their overall release and marketing plans, we at times help with the management side of things, English-speaking practice, social media, and more. It really depends on who the client is, and what exactly they are looking for when they come to work with us.
EVERLAST KOREA: Helix Publicity has a well-made list of projects it has conducted in the past. Which project has been the most fun for you to work on so far?
BRITTANY: This is a very tough one, so I’m just going to stick with what is the most fun, and that I happen to be working on right now, which would be working with FIFTY FIFTY and their team to continue to promote the success of their hit single, “Cupid!” It’s been so amazing to see how much has changed for FIFTY FIFTY and their team since their debut, as well as the level of attention and success they have received has been overwhelming in the best way possible.
EVERLAST KOREA: Which project has had the most positive impact on Helix Publicity’s business?
BRITTANY: Every single project, campaign, and client we have worked with has had a positive impact because with each one, we continue to grow and expand, as well as learn more about how to pivot and be even more strategic in every aspect of our work. There is always something to learn, so I can confidently say that everything we have done up to this point, and will do in the future, will be positive for us overall. Everything is an educational experience, regardless of the outcome.
WHAT’S NEXT FOR HELIX PUBLICITY?
EVERLAST KOREA: How has Helix Publicity been able to help Asian artists stand out in today’s ever-changing media landscape? How does the agency plan to maintain this vision?
BRITTANY: Our vision of promoting Asian artists in the West is at our very core, so it’s easy for us to maintain it because every aspect of our work is about this. It’s important that instead of just sending out our client’s work for consideration, we are consistently having conversations with our media contacts about what they’re looking to cover, what excites them, and presenting our clients in a way that checks those boxes for them. The main thing is we have to be relentless; it’s taken a long time for Asian artists to make the headway they have so far, it would be a shame for this spark to die out. Therefore, it’s crucial that we, as well as other people in similar roles, continue to work with Asian artists and push them even further into the market.
EVERLAST KOREA: Why do you think Helix Publicity has been able to become a successful PR agency within the U.S. market that provides PR services to Asian artists from all over the world?
BRITTANY: Firstly, our team has been carefully chosen, and are either experts in their field, or they have the skills and drive that make us confident that, with some training, they will have the ability to become cornerstones within this industry. As I mentioned previously, our team is very talented, and also passionate about our work. Simply put, when you combine talent and passion, the sky's the limit. That’s why it’s important to us to employ people who also align with our core values, in order for us and our clients to keep moving forward.
EVERLAST KOREA: As Helix Publicity continues to grow its business, are there any new goals that Helix Publicity plans to achieve within the next few years?
BRITTANY: Our goal is the same as our vision - to ensure that Asian artists continue to fill the English-speaking media market, and that their work is not to be considered a “trend,” but an art that should be valued and appreciated because music is a universal language! We plan to continue to grow our clientele, and thus expand our own reach, and maybe someday expand to a new branch of the music industry, but that will have to remain a secret for now, but stay tuned :)
CREDITS
We want to give a big thank you to the team at Helix Publicity for allowing EVERLAST KOREA to conduct an interview with Brittany Press, the Director of Publicity and Operations at Helix Publicity. Helix Publicity is an independently owned PR agency that is dedicated to helping K-Pop, J-Pop, and other Asian artists stand out in today’s ever-changing media landscape. Some K-Pop artists Helix Publicity has worked with include Suran, Whee In, AB6IX, OMEGA X, and more.
SOURCES
All photos and videos are credited to Helix Publicity.
