23 PR US
Studio Launch + Brand Strategy
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Co-Founder, Est. 2019
I co-founded 23 PR US with Melody Forghani, founder of the original Australian firm, to meet a growing need we recognized in the music industry: global artist campaigns that scale without losing nuance, taste, or impact.
We launched the U.S. entity from the ground up, tripling our roster, staff, and revenue within three years. I led U.S. brand positioning, and directed strategy across multi-faceted media campaigns that landed in The New York Times, Pitchfork, Rolling Stone, NPR, and more. I opened offices in LA and NYC, built and trained the team, and co-led our 2022 brand refresh.
Today, 23 PR US is a NYC-based creative studio working in sync with our teams in Australia and the UK to deliver campaigns with global vision and local fluency.
23 PR Homepage (2025) featuring visual identity and site rebrand unveiled in 2022.
Credits
Melody Forghani – Founder (AU/UK), Co-Founder (US)
Global 23 PR team across the U.S., Australia & UK
Billboard announced the 2019 launch of 23 PR’s U.S. arm. I built and led the business alongside the original founder, eventually formalizing and co-founding 23 PR US.
Backyard idea to a global creative studio: “Great Vibes” 23 PR merch outside of our Sydney office.
BIGSOUND 2019: Selected as a conference speaker during 23 PR US’s early expansion, representing the U.S. perspective and our cross-territory strategy work.
The ‘Music Business Podcast’ appearance with Melody Forghani. We discussed cross-territory storytelling and building 23 PR into a global brand.Billboard coverage of the 2023 expansion of 23 PR US. Pictured: U.S. team leads, myself, and Melody Forghani.